ASICS SPEED STAR 5 by AKTUELL for Asics

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ASICS SPEED STAR 5

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Industry Shoes
Media Design & Branding
Market Brazil
Agency AKTUELL
Creative Director Filipe Chiminazzo
Art Director Tom Soraire
Producer Dion Lobo
Released February 2011

Credits & Description

Category: Point of Sale
Advertiser: ASICS
Product/Service: POINT OF SALE DISPLAY
Agency: AKTUELL
Date of First Appearance: Feb 1 2011
Entrant Company: AKTUELL, São Paulo, BRAZIL
Art Director: Tom Soraire (Aktuell)
3D Designer: Cris Brondani (Aktuell)
3D Designer: Fabrício Klug (Aktuell)
Creative Director: Filipe Chiminazzo (Aktuell)
Account Executive: Tanara Menezes (Aktuell)
Account Director: Rodrigo Rivellino (Aktuell)
Producer: Dion Lobo (Aktuell)
Media placement: Small Display (2 Products) - Shoe Stores - 1 February - Until Now
Media placement: Big Display (5 Products) - Shoe Stores - 1 February - Until Now
Media placement: Totem (2 Products) - Shoe Stores - 1 February - Until Now

Describe the brief from the client
To develop design language that conveys the concept of the new Asics Speed Star 5, that combines technology and performance with the fashion world.

Describe the challenges and key objectives
We created point of purchase material that showed this new concept, making it clear that despite the fashion design, the Asics Speed Star is still a running shoe for high-performance athletes.

Describe how you arrived at the final design
The effect of the optical illusion of the shoe, and its resemblance with Op Art, served as inspiration so that the plastic straws were transformed into innovative POP material capable of producing visual effects to get across the concept of lightness, flexibility, movement and fashion.

Give some indication of how successful the outcome was in the market
The promotion gained great exposure and impact at the points of purchase with materials that broke away from the norm and highlighted the launch of the Asics Speed Star setting it apart from the competition.