Creativity

This ASICS Print Ad Works Out What Kind of Running Shoe You Need

Campaign Uses Thermochromic Ink to Determine Foot Type

By Alexandra Jardine. Published on Jun 01, 2017

Editor's Pick

One of the biggest hindrances for runners is injuring themselves by wearing the wrong shoes. To combat this, ASICS is running a print ad in Brazil with a practical purpose: it helps runners to work out what kind of shoe they need.

While until now this could only really be determined by visiting a specialist running store, the ASICS ad, by Neogama/BBH in Sao Paulo, uses a thermochromic ink that reacts to body heat. All that people need to do is to stand on the print ad, which appeared on the cover of April editions of "Runners" and "Women's Health" magazines in Brazil. The ad would then show them whether their foot type is a supinator (when the shoes wear themselves out on the outer area of the sole), pronator (wear themselves out on the inner area of the sole) or neutral (when the sole wears itself out uniformly).

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About

Credits

Date
Jun 01, 2017
Agency:
Neogama/BBH Sao Paulo
Chief Creative Officer:
Alexandre Gama
Client:
ASICS
Creative Director:
Marcio Ribas
Creative Director:
Fabio Mozeli
Art Director:
Gabriel Marcondes
Art Director:
Jose Pedro Bortolini
Art Director:
Michel Morem
Copywriter:
Pedro Rosas
Account:
Guilherme Nogueira
Account:
Renato Miguez
Account:
João Castro
Account:
Oleg Loretto
Planner:
Maju Strasburg
Media:
Luiz Gini
Media:
Giuliana Chekin
Media:
Cibele Perandin
Media:
Karem Pugliesi
Head of Production:
Mariah Bayeux
RTVC:
Paula Alimonda
Art Buyer:
Vanessa Raad
Art Buyer:
Felipe Moro
Film Editor:
Roger Pereira
Film Editor:
Lucas Souza
Motion Design:
Marcos Thuki
Production Company:
Ritmo Visual Filmes
Film Director:
Pedro H. M. Marques
Film Photographer:
Marco Lomiler
Executive Producer:
Patrick Caracas
Producer:
Mayra Donatelli
Camera Assistant:
Yllan Carvalho
Colorist:
Luca Leocadio
Sound Production Company:
Hefty
Sound Producer:
Edu Luke
Sound Production Account:
Juliana Cruz
Support Production Company:
Bandits
Graphic Production Company:
Casa da Produção Gráfica

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