ASOS needed an activewear campaign that stood out from the competition. They didn’t want to go toe to toe with major sports brands and retailers by focusing on performance. They wanted something that was true 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.
The campaign received lots of positive press coverage, including in the Evening Standard and Huffington Post.
ASOS: MORE REASONS
TO MOVE
GLOBAL CAMPAIGN
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.
Working with social agency Byte, playful content was created which evoked movement in a fun way, taking full advantage of the limits and confines of social formats by playing with framing.
CREDITS
CLIENT: ASOS | MY ROLE: CREATIVE LEAD