This ASICS Print Ad Works Out What Kind of Running Shoe You Need
Campaign Uses Thermochromic Ink to Determine Foot Type
Editor's Pick
One of the biggest hindrances for runners is injuring themselves by wearing the wrong shoes. To combat this, ASICS is running a print ad in Brazil with a practical purpose: it helps runners to work out what kind of shoe they need.
While until now this could only really be determined by visiting a specialist running store, the ASICS ad, by Neogama/BBH in Sao Paulo, uses a thermochromic ink that reacts to body heat. All that people need to do is to stand on the print ad, which appeared on the cover of April editions of "Runners" and "Women's Health" magazines in Brazil. The ad would then show them whether their foot type is a supinator (when the shoes wear themselves out on the outer area of the sole), pronator (wear themselves out on the inner area of the sole) or neutral (when the sole wears itself out uniformly).
Credits
- Date
- Jun 01, 2017
- Brand :
- Asics
- Client :
- Asics
- Agency :
- Neogama BBH-Sao Paulo
- Chief Creative Officer :
- Alexandre Gama
- Creative Director :
- Marcio Ribas
- Creative Director :
- Fabio Mozeli
- Art Director :
- Gabriel Marcondes
- Art Director :
- Jose Pedro Bortolini
- Art Director :
- Michel Morem
- Copywriter :
- Pedro Rosas
- Account :
- Guilherme Nogueira
- Account :
- Renato Miguez
- Account :
- João Castro
- Account :
- Oleg Loretto
- Creative Planner :
- Maju Strasburg
- Media :
- Luiz Gini
- Media :
- Giuliana Chekin
- Media :
- Cibele Perandin
- Media :
- Karem Pugliesi
- Head of Production :
- Mariah Bayeux
- RTVC :
- Paula Alimonda
- Art Buyer :
- Vanessa Raad
- Art Buyer :
- Felipe Moro
- Film Editor :
- Roger Pereira
- Film Editor :
- Lucas Souza
- Motion Design :
- Marcos Thuki
- Production Company :
- Ritmo Visual Filmes
- Film Director :
- Pedro H. M. Marques
- Film Photographer :
- Marco Lomiler
- Executive Producer :
- Patrick Caracas
- Producer :
- Mayra Donatelli
- Camera Assistant :
- Yllan Carvalho
- Colorist :
- Luca Leocadio
- Sound Production Company :
- Hefty
- Sound Producer :
- Edu Luke
- Sound Production Account :
- Juliana Cruz
- Support Production Company :
- Bandits
- Graphics Production Company :
- Casa da Produo Grfica
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