Vitro for Asics – STOP AT NEVER Campaign
Posted: September 17, 2012 Filed under: Case History, Digital, Sportwear, Testimonial, USA, Viral | Tags: asics, black belt, Case History, catapult demo, feet for hands demo, fountain test, inverted tennis, jackhammer, John Vitro, Jonas Hallberg, levitation test, Liron Reznik, lite show, paint by stencil, pasta test, sink or sprint test, stop at never, urban treadmill, USA, vertigo test, Viral, Vitro Leave a comment »
In April 2011, top sportswear manufacturer ASICS has launched STOP AT NEVER Campaign that demonstrates the amazing capabilities of its footwear. In a series of ads that also feature real athletes, ASICS puts its footwear through every kind of test imaginable. The campaign seeks not only to demonstrate the product’s features in a number of unconventional ways, but also to highlight ASIC’s commitment to innovating better products and supporting athletes everywhere.
ASICS Vice President of Marketing Erik Forsell said, “ASICS is committed to giving athletes the most technologically advanced footwear for exceptional performance. With our ‘Stop at Never’ campaign, we are focused on revealing all of the incredible and awe-inspiring elements of our product.”
The “Stop at Never” website features a series of ten videos highlighting the incredible technology of ASICS footwear. The short reels are a “behind the curtain” look into the product testing the ASICS footwear endured throughout development, while simultaneously capturing the determination and grace of ASICS enthusiasts and athletes. Two of the most captivating videos include the “Jack Hammer Test,” where an ASICS GEL series GEL shoe absorbs the full impact from a construction-grade jackhammer, and “Feet For Hands,” which demonstrates the flexibility of ASICS Omniflex-Pursuit shoes as they serve as gloves for athletic training. The videos also demonstrate the unparalleled strength and determination of ASICS athletes, including sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, Javelin thrower Kara Patterson, and decathlete Jake Arnold, as well as incredible technology of the ASICS GEL series shoes – the GEL-Kayano18, GEL-Neo33, GEL-Excel33, and others.
“Stop at Never” positions ASICS for multidimensional expansion into new athletic categories, with a more digitally focused campaign, built out social media elements, and an exciting round of on-the-ground executions. The “Stop at Never” website is now live, and will be supported through robust marketing efforts including extensive digital advertising on leading athletic and lifestyle sites, as well as promotion at the U.S. Olympic Wrestling Trials, U.S. Track & Field Olympic Trials, and Drake Relays and ASICS’ own growing social media community.
Anima Sana In Corpore Sano, meaning “A Sound Mind in a Sound Body,” is an old Latin phrase from which ASICS is derived and the fundamental platform on which the brand still stands. The company was founded more than 60 years ago by Kihachiro Onitsuka and is now a leading designer and manufacturer of running shoes, as well as, other athletic footwear, apparel and accessories.
The project essentially consists of 10 different videos that reside on the Stop at Never site and show how tough Asics sneakers can be. The site is beautifully designed, with a scroll-through functionality that lets you navigate through web videos of the experiments.
1 – Catapult Demo/How can a medieval weapon help us run faster?
2 – Feet for Hands Demo/What happens when an elastic-like shoe meets an iron-like will?
3 – Vertigo Test/Can a shoe help keep you stable even in dizzying conditions?
4 – Breathability Demo/What can we learn by turning a trail shoe into a bubble machine?
5 – Pasta Test/What’s the connection between drier feet and spaghetti?
6 – Sink or Sprint Test/Can a lightweight shoe help you float on water?
7 – Fountain Test/What happens when you combine 500lbs. of water pressure with an agility course?
8 – Jackhammer Test/What can a jackhammer teach us about running longer?
9 – Levitation Test/What happens when a sprinter decides to test the laws of gravity?
10 – Inverted Tennis Test/What happens when you combine a crane and a tennis player?
11 – Black Belt/What can a black belt teach us about running softer?
12 – Slo-Mo Vertical/What’s the connection between a grasshopper, frog and a ferocious volleyball spike?
13 – Limitless Runner/Can freer foot movement help free up your imagination?
14 – Urban Treadmill/What happens when you combine an urban obstacle course with hardcore soccer training?
15 – Lite-Show/What happens when you shed light on some of the best athletes in the world?
16 – Paint by Stencil/How can 12 gallons of paint and a colossal canvas help us illustrate the benefits of a lighter, faster shoe?
Advertising Agency: Vitro, San Diego/New York, USA
Creative Chairman: John Vitro
Chief Creative Officers: Jonas Hallberg, Liron Reznik
Creative Director: KT Thayer
Copywriter: Schuyler Vanden Bergh, Simone Nobili
Sr. Art Director: Cris Westrell
Art Directors: Kevin Lukens, Kevin Cimo, Dominic Al-Samarraie
Digital Production: Kokokaka
Video Production: 13 Keys
Year: 2012
Newcastle Brown Ale – Trapped in a Schooner
Posted: September 26, 2011 Filed under: Alcoholic Drinks, Ambient, Case History, Digital, Promotion, USA | Tags: a giant pint, Ambient, Beer, Del Mar Racetrack, John Vitro, Newcastle Brown Ale, optical illusion, San Diego, Trapped in a Schooner, USA, Vitro Leave a comment »
Newcastle Brown Ale announces today an out of home advertising campaign so innovative that it truly lives up to the beer’s nickname: “The One and Only.” Building on Newcastle’s highly successful appeal to “Taste the Lighter Side of Dark,” three branded public art projects will debut this summer in San Diego – all designed to get people talking, texting, posting and “checking in,” as they check out what Newcastle has to offer. The curtain lifts on the first project “Trapped in a Schooner” at the historic Del Mar Racetrack in time for opening day, July 20th.
“Trapped in a Schooner” will entertain race fans through an optical illusion. One person stands in a special location, while another climbs inside a larger than life replica of Newcastle’s traditional glass, the Geordie Schooner. The effect: it looks like they are trapped in a giant pint of Newcastle Brown Ale (what a pity).
“Newcastle Brown Ale is all about breaking conventions. It’s a dark beer that’s surprisingly easy to drink. And this campaign is all about doing something that goes way beyond conventional advertising,” says Charles Van Es, Director for Newcastle Brown Ale. “Our drinkers won’t settle for an ordinary ale, and we wanted to give them something extraordinary this summer, with these engaging, one of a kind projects.”
From the race track to the pubs, Newcastle Brown Ale will be encouraging fans and friends to post pictures of the Summer Spectaculars to their personal social media networks. Foursquare check-ins at the Schooner installation will also be rewarded with special Newcastle Brown Ale merchandise, furthering the buzz and word of mouth value of these projects.
“We think the guys who drink Newcastle, are a bit different. As a discovery brand, the consumers who order a Newcastle make a conscious choice to stand apart from the perceptions that most domestic beers thrive upon, so it was important for our out-of-home to reflect the sense surprise people have when they try our ale…in other words “it’s not what you might have first thought”, adds John Vitro, Executive Creative Director. “By getting people to engage and participate in the marketing we have the chance to express the wit, intelligence and wry smile that could only come from a British import like Newcastle.”
Advertising Agency: Vitro, San Diego
Executive Creative Director: John Vitro
Creative Director: KT Thayer
Art Director: Paul Lambert, Kevin Lukens
Copywriter: Schuyler Vanden Bergh
