ASOS needed a unique approach to launch their first ever activewear range. They didn’t want to go toe to toe with major sports brands and retailers by focusing on performance. They wanted a campaign that felt authentic to their key audience: 20somethings, who are the most active generation alive today, but see exercise as more of a social and cultural activity.
Everyone has their own reason to move – and it was this insight that formed the foundations of the campaign. Working with a cast of influencers with a unique story to tell, the focus was shifted from exercise to the unexpected benefit this workout provided.
ASOS: MORE REASONS
TO MOVE
Strikethrough messaging was used as a bold vehicle to make consumers rethink typical types of exercise – and focus on the the silver lining instead.
To help consumers truly connect with the campaign theme, OOH and DOOH messaging used contextual reasons based on activities popular in the area, time of day (i.e. rush hour) and even weather conditions.
For social, playful content was created to evoke movement in a fun way by ‘breaking out’ of the frame.
CREDITS
CLIENT: ASOS | MY ROLE: CREATIVE LEAD