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Asics: Want it more by 180 Amsterdam

Client: Asics
Date: Feb 2016
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Conceived by creative agency 180 Amsterdam, the 60-second TVC at the heart of the campaign features real athletes pushing themselves - sweat, heavy-breathing and all - along with the open letter rallying call: ‘WANT IT MORE’. The campaign invites the community of professional and amateur athletes to come together through their shared dedication to achieve their goals. Do they ‘WANT IT MORE’ than sleep, perfect hair, all night parties and cake? The global campaign breaks from 18 February 2016, with print, outdoor, online, social, sponsored events and in-store executions going live from this month.

180 Amsterdam was tasked with tapping into the heart and soul of the ASICS brand. In the future the business will be run out of both 180 offices (LA and Amsterdam). As the preferred choice of performance driven athletes, ASICS stands alone among its competitors in its commitment to youth, and hope, through sport. For over 60 years, the company’s singular focus of new product development and technological innovation has been to support athletes’ tireless pursuit of improvement.

Credits

Executive Creative Director: Dan Treichel, Dave Canning

Art Director: Tony Bartolucci

Copywriter: Joe Craig

Additional Credits: Producer: Bethany Papenbrock

Assistant Producer: Davide Janssen

Account: Jim O’Regan

Business Affairs: Akvilina Jaskunaite

Planner: Ben Armistead

Production Company: Smuggler/Gatehouse

Director: Henry Alex Rubin

DP: Ken Seng

Producer: Ben Link

Executive Producer: Chris Barrett

Editorial Company: Marshall Street Editors

Editor: Spencer Ferst

Producer: SJ O’Mara

Assistant Editor: Jake Armstrong

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