M&C Saatchi launches Asics ashes campaign
M&C Saatchi has launched a campaign for client Asics to coincide with the launch of the cricket Ashes series.
The campaign executes across television, print, out of home, POS, at match and digital.
"Our cricket team holds a sacred role in Australian sports and this campaign is about showing we're together as a nation heading into this massive summer of cricket against our rivals,” said Sam Chew, senior marketing manager, Asics.
"The response from Australian fans wanting to be involved was immense; it's actually precisely where the inspiration for this idea came from. Our backs might be against the wall this series, but we love our sport and Australians are passionate about their cricket team."
Jamie Gilbert-Smith, M&C Saatchi Sport & Entertainment managing director: "The summer period is especially competitive for cricket sponsors. To cut through we identified a simple message to champion for the season - stand together and we'll be strong. The shirt is a rallying point for fans to show their defiance of the English as well as your passion for the Australian side."
The execution launches today, as the series commences.