ASICS SOUND MIND, SOUND BODY

Anima Sana In Corpore Sano. Rough translation: “a sound mind in a sound body”. This little bit of Latin has been the driving force behind ASICS for the best part of 70 years. ASICS has always understood that sport isn’t just about winning. It’s about doing something, and feeling good about it both mentally and physically. Add that to the fact it had just been the WORST YEAR EVER – putting mental health at the forefront of minds in a way that it has never been before – and you’ve got a campaign perfectly poised to talk about ASICS and sport as the ultimate wellness tool. This was a global campaign spanning TVC, digital and social across Japan and Europe. Role: Creative Lead (Concept & Copy)

SUNRISE CAMPAIGN

As part of the platform launch of “Sound Mind, Sound Body”, we created the Sunrise campaign. A movement encouraging people to get up early and feel the benefits of exercise on your physical AND mental health under the renewing glow of the morning sun. This was part of the launch of the Sunrise Pack – a collection of sports shoes created for the Olympics in Japan in a red colourway in homage to the Land of the Rising Sun. Role: Creative Lead (Concept & Copy)