amsterdam worldwide for ASICS: 'left and right' campaign
amsterdam worldwide for ASICS: 'left and right' campaign
mar 30, 2009

amsterdam worldwide for ASICS: 'left and right' campaign

amsterdam worldwide recently unveiled a new campaign ‘left and right’ for ASICS SportStyle range. the ads explore unique pairings and relationships, which together create something more than the sum of their two parts. the pairings are brought to life via four commissioned illustrations by brian coldrick (‘east & west’), johan kleinjan (‘adam & eve’), rhonald blommestijn (‘art & science’) and the stone twins (‘up & down’).

‘left and right’ is a celebration of the philosophy at the heart of mr onitsuka – the late ASICS founder – who believed that when mind and body come together they create a more balanced whole.

the strapline ‘what’s a left without a right?’ aims to spark debate among the target audience of men and women in their late twenties to early thirties, and further promote ASICS SportStyle as a considered, inquisitive and intelligent brand.

‘east & west’ (above) illustrates the balance between asian and western cultures. within the outline of a compass, references of food, mythology and landmarks highlight iconic differences between the cultures.

amsterdam worldwide for ASICS: 'left and right' campaign‘adam & eve’, features the two biblical characters in their own individual eden. the foreground is dominated by modern temptations including a games console, a car and a camera for adam, and cakes and jewellery for eve.

amsterdam worldwide for ASICS: 'left and right' campaign

‘up & down’, this execution features two arms, one pointing ‘up’ and one ‘down’, over a background of arrow signs and tiny figures running up and down.

amsterdam worldwide for ASICS: 'left and right' campaign

‘art & science’, are expressed through the fusion of two heads facing opposite directions. they represent the two hemispheres of the brain responsible for the michelangelo and einstein in every one of us. the images are illustrated with scientific and artistic tools.

amsterdam worldwide for ASICS: 'left and right' campaign

the four executions will appear in sports, style, fashion and influencer magazines and show two different but complementary images split between the left and right of a single page. while online the above four images dominate the centerpiece of individually-themed web pages among a collage of graphics and photographs. at the bottom of each screen users can click on a reel of SportStyle products to view the left and right shoe, with pricing information superimposed on the collage. the visuals have also been adapted for in-store promotional use. executions include an innovative mirror display where one shoe is paired up with its mirror image, reinforcing the slogan ‘what’s a left without a right?’ theme.

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