ASICS: Support Your Marathoner

Classification: Creativity: 3,9;  Will to buy: 3,6;  Empathy for the Brand: 3,9

Total: 3,8

In conjunction with the annual New York Marathon - the world largest and the most challenging marathon for most runners - but not everyone can have people who matters the most to them during the race day. ASICS America makes it possible for individuals to show their support through "Support Your Marathoner" personlized messages (via videos, images) for their loved ones which appears on the LED screens as the runners passed the check points - simply triggered through the RFID tags mounted on the shoes.

An integrated campaign which covers across from social media, outdoor ads to live video booths which allows individuals to record their personalized messages for their love ones whom are running the marathon. 

Credits

Advertising Agency: Vitro, USA
Executive Creative Director: John Vitro
Creative Director: KT Thayer
Copywriter: Schuyler Vanden Bergh
Art Director: Kevin Lukens
Digital Director: Lisa Girolamo
Interactive Producer: Ruthie Baer
Group Account Director: Michael Catanzaro
Experiential Director: Marc Wilson
Web Design: Bowman Design