Asics Design & Branding BOOTS by Babel Sao Paulo


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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Design & Branding
Market Brazil
Agency Babel Sao Paulo
Creative Ricardo Chester, Roberto Fernandez, Solon Miranda
Released April 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: ASICS
Product/Service: ANTI RACISM
Agency: BABEL
Date of First Appearance: Apr 10 2011
Entrant Company: BABEL , Sao Paulo, BRAZIL
Creative: Ricardo Chester (Babel)
Creative: Solon Miranda (Babel)
Client: Giovani Decker (Asics)
Client: Andrea Longhi (Asics)
Media placement: newspaper ad - Folha de SP, Lance-RJ - April 10th, 2011

Describe the brief from the client
Soccer is full of racism acts. We need to demonstrate our position against racism.

Describe the challenges and key objectives
Racist demonstrations are blunt. We had to address this issue in a simple and compelling way to deliver a clear message against racism in soccer.

Describe how you arrived at the final design
We just joined different colours.

Give some indication of how successful the outcome was in the market
The boots design was essential to the idea and to stress the message to a huge audience, without any words.
Gameday morning: the newspaper ad created an expectation about what would happen during the game.
This could be verified by the great response in social media channels. During the game, the stunt was singled out and explained to the audience by the announcer.
On Monday, in TV sports programs, the stunt continued to be mentioned spontaneously. The same thing happened in the social media sphere.
One week later, an interview with El Loco Abreu addressed the racism issue, referring to the stunt, and occupied one whole page of O Globo (one of Brazil's most influential newspapers).