| Title | ETERNAL RUN |
| Brand | ASICS |
| Product/Service | ASICS GLIDERIDE |
| Category |
D04. Live Advertising & Events |
|
Entrant
|
EDELMAN London, UNITED KINGDOM
|
|
Idea Creation
|
EDELMAN London, UNITED KINGDOM
|
|
PR
|
EDELMAN London, UNITED KINGDOM
|
|
Production
|
UNIT9 London, UNITED KINGDOM
|
Credits
| Mattias Ronge |
Edelman |
Chief Creative Officer |
| Stefan Ronge |
Edelman |
Chief Creative Officer |
| Jamie Corwell |
Edelman |
Creative Director |
| Thiago Campos |
Edelman |
Associate Creative Director |
| Oddbjorn Stensrud |
Edelman |
Associate Creative Director |
| Nick Parnell |
Edelman |
Senior Director |
| Jonathan Halliwell |
Edelman |
Director |
| Kirsten MacKenzie |
Edelman |
Associate Director |
| Jay Gallagher |
Edelman |
Head of Planning |
| Olivier van den Bent |
Edelman |
Junior Planner |
| James Foggin |
Edelman |
Senior Account Executive |
| Lucie Hackman |
Edelman |
Executive Producer |
| Steve Malkerty |
Edelman |
Designer |
| Nadia Amico |
Edelman |
Production Assistant |
| Brian Kiefer |
UEG New York |
Senior Manager |
| Lisa Kovitz |
Edelman |
Managing Director, Edelman New York |
Cultural / Context information for the jury
ASICS target audience are real runners: they care about performance and challenging themselves. ASICS is an acronym for a sound mind in a sound body and the brand has a deep care for these runners. While all other sports brands are obsessing over whoever crosses the finish line first, runners themselves obsess over that next line. ASICS has a longer-term view of performance than other sports brands. We wanted to challenge this sense of short term winning, show our deeper connection to runners and running, and show that what really separates us from the competition, is our mindset. How better to test the limits of your mind and our shoes, than taking all the other limits away?
Write a short summary of the ambient work.
Our outdoor event, 'ASICS Eternal Run' was the world’s first race without a finish line. Out in the deserted Utah Salt Flats we created the ultimate live product test for the GLIDERIDE™ shoe.
The outdoor build comprised 60 crew, 25 ASICS employees, 23 runners, 7 film crews, 5 agents and one severe weather warning...and it all came down to one event on one day.
We invited 23 athletes, influencers and journalists to the Bonneville Salt Flats with no route, no pacemakers and no finish line, to see how far they could run.
Each was assigned a pace.
When the whistle blew participants had to run, until they couldn’t run anymore.
The experiential event, later shared on social would be the earned engine for the entire campaign.