ASICS, one of the leading running shoes brand out there. The brand ASICS was founded in 1949 by Kihachiro Onitsuka. The company name ASICS was derived from an acronym of a Latin phrase “Anima Sana In Corpore Sano”, which means ” a sound mind, in a sound body. The campaign was based on the same philosophy. Until now ASICS still clearly defines the brands promise. By being active you can achieve a sounds mind, in a sound body.
The first video shows our daily battles, all the countless negative influences that we carry with us each day. It also points out all the different types of runners out there and really sets the important elements for the campaign. The second video is the campaign, this video shows people running and illustrates all our daily negative influences into typography leaving the body and dissolving as we run. Cleanse the mind, build up the body and purify the soul through the “cleansing power of running”.
It’s attractive to see how by running we can bring our body to peace and balance. Beautiful images that brings our daily live in perspective and shows us that it’s not that difficult to cleanse your mind.
It’s inspiring because everybody can do it. It’s good for your health and your body. It’s an escape of your daily routines, run, see what’s around you, beautiful landscapes and free your mind.
Future potential: I guess it’s something to keep in mind, to inspire people to run and make themselves free from negative influences and get a fresh start.