ASICS asked us to help spread the word about ASICS SportStyle, an ‘80s-inspired range of sneakers. With an €8,000 budget, we couldn’t afford to shout. Instead, we turned to the most influential street-style bloggers worldwide to help spread the word.
Based on the existing print campaign message ‘What’s a left without a right?’, we created ten iconic ‘80s-inspired objects, split in Left and Right halves. Randomly paired, they were cast into a breakable cage and posted to the bloggers.
The bloggers engaged their readers who, in turn, involved their friends and social networks in a global, digital treasure hunt to find the other half of their one-off models. The trail spanned 38 countries, 29 languages, and over 200,000 of potential customers.
The campaign was chosen for the Creative Review Annual 2010 and awarded an ADC Silver, Cyber Cristal, Eurobest Bronze, Best of Show at the Mobius Awards and got 4 short-listings in Cannes.