Portfolio. Work that makes me proud

AYAMi
AYAMi
AYAMi
AYAMi
AYAMi
AYAMi
AYAMi
AYAMi
AYAMi

AYAMi

Women runners want both style and function in their running apparel and ASICS’ new AYAMI range is designed to provide exactly that. Our research confirms that women run to achieve both mental and physical restoration.

Asics AYAMi is about re-defining beauty. Beauty is not found inside a make up bag, but in a woman’s effort and determination. The campaign asks, ‘What is real beauty?’

Our research confirms that women run to achieve both mental and physical restoration. So we engaged women by addressing their mind as well as their body. AYAMI’s holistic concept of beauty reflects the interdependence of mind and body that is at the core of the ASICS brand.

As the AYAMI movement has spread, a quarter of all the women running in the 2010 Paris Marathon signed up to become the face of the next campaign. The first ever live casting was a huge success with widespread international PR carrying the AYAMI message in further a field. Using Facebook to launch a live casting event at the 2010 Paris Marathon, two real-life runners – Aurelie and Tessa – were selected for the 2011 AYAMi Spring/Summer campaign.

     

Factsheet

    What I worked on

    Online Media Strategy

    Integrating marketing communication by knowing the audience. Who they are and where they hang out. Media flighting, targeting and channel identification

    Web Development

    Turning strategies and creative into a suitable web presence. From HTML5 experiences to turn-key contest platforms. CMS integration and maintenance, build to last or just for one campaign.

    http://janpeter.wiersma.me/assets/storage/logos/ASICS.png ASICS logo
    ASICS

    ASICS is a Japanese athletic equipment company. ASICS produces professional footwear and sports equipment designed for football, running, netball, tennis, badminton, squash, martial arts, cricket, golf, wrestling, track & field, cross-training, volleyball, korfball, cheerleading, lacrosse, and for many other sport disciplines. In recent years their running shoes have often been ranked among the top performance footwear in the market.

    AYAMi - What is real beauty?

    Women runners want both style and function in their running apparel and ASICS’ new AYAMI range is designed to provide exactly that. Our research confirms that women run to achieve both mental and physical restoration.

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