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).
Scenario: a mysterious package arrives in the mail, and you discover you are one of only 10 people around the globe to have received an absolute one of a kind present from ASICS. It is a mysterious package, where packaging and present appear to merge into a sole object – and the only way to discover the gift within is to destroy this singular and curious packaging design. Grudgingly, you resolve to permanently destroy the package, but what is revealed is another mystery: two half-objects. And thus begins a journey that will lead you to the missing half of your present and its true identity.
“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 its collaboration with FOC – a relationship that started with FOC’s design collaboration in 2008 for the mega super-hit “Electric Tiger Land” branding campaign.