Asicstiger is putting its gel technology through its paces in a series of bold ads that it hopes enshrines the brand’s comfortable footwear.
The What the Gel campaign underlines that the brand has been using the technology since 1986 and also helps reposition it in the lifestyle space. To underline the move, Asicstiger has also told the stories of three creative talents across Europe who embody its ‘What the Gel’ mentality.
Berlin agency and gallery ‘The Adventures Of’ collaborated to bring the work together and it will run across YouTube, Facebook and Instagram using a mixture of assets; including launch, influencer and statement films, Instagram stories, GIFs, live photos and key visuals.
There will also be a footprint in digital, OOH and instore.
Vote for it in The Drum’s Creative Works here.