Asics Design & Branding LET IT GO by Borghi/Lowe Sao Paulo

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Industry Shoes
Media Design & Branding
Market Brazil
Agency Borghi/Lowe Sao Paulo
Executive Creative Director Jose Henrique Borghi
Creative Director Erh Ray, Fernando Nobre
Art Director Daniel Massih, Lindsei Barros
Illustrator Éder Suria
Released April 2012

Credits & Description

Category: Posters
Advertiser: ASICS
Product/Service: ASICS
Executive Creative Director: José Henrique Borghi (Borghierh Lowe)
Executive Creative Director: Erh Ray (Borghierh Lowe)
Executive Creative Director: Fernando Nobre (Borghierh Lowe)
Creative Director: Fernando Nobre (Borghierh Lowe)
Art Director: Lindsei Barros (Borghierh Lowe)
Art Director: Daniel Massih (Borghierh Lowe)
Production Company: José Ressutti Jr. (Borghierh Lowe)
Production Company: João Albertini (Borghierh Lowe)
Illustrator: Éder Suria
Media placement: Poster Store - Asics Store - 04/25/12

Describe the brief from the client
Decorate the point of sale, in this case an ASICS store, with institutional messages of the brand.

Describe the challenges and key objectives
Finding an artistic language that responded well to what the idea demanded and that, at the same time, was innovative in order to attract the attention of the consumers.

Describe how you arrived at the final design
We opted for a conceptual and impacting illustration that summarized the motivation for running, in a unique image.

Give some indication of how successful the outcome was in the market
Besides transmitting an inspiring message to the consumers, the posters contributed to making the point of sale even more attractive.