Freedom Of Creation » Asics

New award for Asics Left and Right campaign

Janne — Wed, 10 Mar 2010 14:00:08 +0000

Our collaboration with Amsterdam Worldwide for their Onitsuka Tiger and Asics advertisement accounts keep on winning awards. Next in line is winning the Mobius Award. Check out this new video that Amsterdam Worldwide put together to explain the outcome of this great campaign in high detail.

Freedom Of Creation designed the Onitsuka Tiger shoe, which was completely 3D printed in nylon.

To read more about the collaborations with Amsterdam World Wide see these articles:

Amsterdam World Wide awards

Asics Viral campaign

Onitsuka Tiger campaign

FOC in collaboration with AWW keeps on winning awards

admin — Thu, 17 Dec 2009 17:00:40 +0000

The projects in collaboration between FOC and Amsterdam Worldwide keep on winning awards. Back in 2008 Freedom Of Creation and Amsterdam Worldwide worked on the Onitsuka Tiger Campaign, while a few months ago these creative companies joined forces to work a highly successful viral project for the new Asics Left & Right campaign. The latest awards include:

Event: Cristal International 2009
Award: CYBER/Viral
Client/Campaign: ASICS Sportstyle Left/Right

Event: EuroBest 2009
Award: Bronze – Best Use of Social Media
Client/Campaign: ASICS Sportstyle Left/Right

READ ON ABOUT ASICS LEFT & RIGHT VIRAL CAMPAIGN

READ ON ABOUT ONITSUKA TIGER CAMPAIGN

In addition to the above mentioned awards, these two projects for ASICS/Onitsuka Tiger had already accumulated the awards mentioned below:

Event: ADCN 2009
Award: Silver, Integrated.
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Event: One Show 2009
Award: Nominated, Integrated Campaign.
Client/Campaign: Onitsuka Tiger/Electric Tigerland

To read about the other 6 awards click here..Â
Event: Meribel Ad Festival 2008
Award: Crystal award, Integrated
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Event: Eurobest 2008
Award: Shortlist: Integrated.
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Event: Dutch Design Awards 2008
Award: Winner: Brand and Strategy
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Event: Cannes 2008
Award: Silver, Cyber Lion
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Event: Cannes 2008
Award: Titanium Lion
Finalist, Nominated
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Event: Clio 2008
Award: Finalist, Print
Client/Campaign: Onitsuka Tiger/Electric Tigerland

Janne Kyttanen works on a new Asics viral campaign

Janne — Tue, 30 Jun 2009 22:08:29 +0000

ASICS, one of the most innovative sports footwear and apparel brands today, has launched the inspiring “What’s a left, without a right?” campaign. Conceptualized by advertising agency Amsterdam Worldwide, the campaign was brought to life by the design talents of Freedom Of Creation (FOC) and has become one of 2009′s most talked about branding initiatives.

“What’s a left, without a right?” celebrates a new collection of 80′s inspired footwear by ASICS, and underscores the company philosophy “Anima Sana in Corpore Sano”**, the diversity of the world in which we live, and is an engaging and stimulating reminder that in uniting our opposites, or other half, we can become stronger, smarter, balanced … and whole. The campaign also renews Amsterdam Worldwides collaboration with FOC – a relationship that started with FOC’s design collaboration in 2008 for the mega super-hit “Electric Tiger Land” brand campaign for Onitsuka Tiger. FOC understood the key elements of both the ASICS company philosophy and the new campaign developed by Amsterdam Worldwide and designed ten unique, 80′s-inspired objects.

The objects were designed by Janne Kyttanen to be manufactured directly into a mesh packaging which also incorporated a personalized message in 4 different languages. Each package contained only half an object, and the recipients (ten bloggers world-wide) were left with the task of finding the other half to make their present whole. Janne Kyttanen, founder and creative director at FOC, commented: “We knew that the intended recipients of these gifts are trend-setters. They had to receive something which was truly one-of-a-kind, that would have a strong ‘wow’ factor and inspire their curiosity to investigate. …and yet leave them with a sour-sweet feeling of regret for having to destroy the packaging that enclosed their half-icon product.”

FOC worked with Amsterdam Worldwide and ASICS to assure a design that would intrigue the bloggers, and used high-tech rapid manufacturing technologies to create this “all-in-one”, singular creation. The gifts were forwarded to 10 bloggers, hand-picked by Amsterdam Worldwide for their impact on ASICS’ dynamic target audience of people in their late 20s and early 30s. Bloggers received two non-matching halves of ten unique, restyled 1980s-inspired iconic models. The single piece, all-in-one manufactured package contained the two non-matching halves, incorporated within a cage-like graphite-colored mesh, which the bloggers had to crack open. Janne Kyttanen also designed the casing so as to feature a plaque with a personal message, in the blogger’s own language, signed by ASICS. The bloggers were then invited to use their online network to locate the missing pieces.

You can also reproduce the products of the entire campaign by downloading them here. You naturally need a 3D printer in order to be able take part in this.