More reasons to move
ASOS needed an activewear campaign that stood out from the competition. They didn’t want to go toe to toe with major sports brands by focusing on performance. They wanted something that was true to their key audience: 20somethings, who see exercise as a social and cultural activity.
Everyone has their own reason to move – and it was this insight that formed the foundations of the campaign.
To help consumers truly connect with the campaign theme, we created an OOH campaign using ‘reasons’ based on activities popular in that area, time of day (i.e. rush hour) and even weather conditions.
The focus was shifted from exercise to the unexpected benefit this workout provided.
Brand: ASOS
Year: 2018
Role: Concept + Art Direction
Film: Cyprien Clement Delmas
Photography: Benjamin Lennox
Production: Caviar
Team: John McDonnell + Alfons Valls
ECD: Pascal Duval + Dean Francolini
Design: Seb Clark
Editorial: Gavin Jewkes