Asics Film, Digital Asics: Boots against racism by Babel Sao Paulo

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Asics: Boots against racism

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Industry Apparel, Clothing & Footwear, Shoes
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency Babel Sao Paulo
Creative Ricardo Chester, Roberto Fernandez, Solon Miranda
Released April 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: ASICS
Product/Service: ANTI RACISM
Agency: BABEL
Date of First Appearance: Apr 10 2011
Creative: Ricardo Chester (Babel)
Creative: Solon Miranda (Babel)
Client: Giovani Decker (Asics)
Client: Andrea Longhi (Asics)
Media placement: Newspaper Ad - Folha De S. Paulo, Lance - RJ - April, 10th, 2011

Describe the campaign/entry
Objective: spread a message against racism in soccer.
Insight: Boots of different colors symbolizing that there's no place for racial prejudice in sport.
Strategy: We've chosen a major soccer idol (El Loco Abreu) as a spokesman to represent the concept that boots of different colors mean that there's no place for race prejudice in sports.
Target: Brazilian soccer fans. National broadcast in primetime TV.

Describe how the campaign/entry was launched across each channel in the order of implementation
Step one: a newspaper ad on gameday.
Step two: El Loco Abreu posted an entry in his personal blog about the boots and their message against racism.

Give some idea of how successful this campaign/entry was with both client and consumer
Gameday morning: the newspaper ad created an expectation about what would happen during the game.
This was verified by a significant repercussion 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, refering to the stunt, and occupied one whole page of O Globo (One of Brazil's most influential newspapers).