Hasta La Creative!

Back in February, 180 Amsterdam launched a new global campaign for ASICS with the spot “It’s a big world. Go run it.” Now the agency has launched a tennis-themed integrated campaign to follow up, with the spot “It’s a tough game. Go smash it.” (Sensing a pattern here?)

The ad, starring French tennis star Gaël Monfils promotes the ASICS Gel-Resolution 6 tennis shoe and is timed to coincide with start of the European clay court season, during which time it will broadcast on Europsport. In the spot, Monfils finds himself away from the friendly confines of the court, doing battle in what appears to be an abandoned industry building against men launching tennis balls at him with heavy artillery. It’s definitely an unorthodox approach for the brand (and the sport), which 180 Amsterdam and ASICS hopes will make it stand out. The spot will run internationally and is supported by print, outdoor and digital ads.

“Tennis for me has always been about enjoyment,” said Monfils. “So, I’m excited to offer a different perspective on tennis, with the video demonstrating the required skills and intense product demands.”

Credits:

Client: ASICS HQ
Deputy Senior General Manager, Global Marketing Division: Marc Pinsard
Global Advertising Manager: Eva Sutter

Agency: 180 Amsterdam
President and Chief Creative Officer: Al Moseley
Creative Director: Dean Maryon
Copywriter: Joe Craig
Art Director: Tony Bartolucci
Business Affairs: Akvilina Jaskunaite
Account Team: Megan Wooding, Claire Birrell
Producers: Susan Cook, Neil Henry, Phil Smart
Assistant Producer: Davide Janssen
Project Manager: Phil Smart
Strategy Team: Ben Armistead
Editor: Fiona Fuchs
Offline Producer: Claire Ford

Post Production Company: Darlings Amsterdam
Head of SFX: Robert Okker
Producer: Violeta Nikolova
3D: Robert Okker, Rob Wuijster, Alex Doss
Supervisor Compositing: Chaja Koe
Compositors: Randy Roemean, Floris Van der Veen
Grader: Daphne Maierna

Live Action Production Company: Brenninkmeijer & Isaacs Amsterdam
Director: Thor Saevarsson
Executive Producer: Jelani Isaacs
Producer: Sytske Rijkens
Director of Photography: Baldur Eythorrson

Music
Band: Kaleo
Track Name: Rock ‘n’ Roller
Audio Post-Prod. Company: Wave Studios Amsterdam
Sound Design & Mix: Randall Macdonald
Audio Post Production: Ben Tomlin, Mirjam Gevers

Print Production Company
Photographer: Ben Ingham
Producer: Matthew Lawes, Lisa Bennett
Post-Production Company: 180 Amsterdam
Retouching: Loupe

180 Amsterdam launched a new global campaign for ASICS with the spot “It’s a big world. Go run it.”

The ad, which is being released in both 60-second broadcast and 90-second online versions, was shot on location in New Zealand with special effects added for crowd simulation. It champions running of all kinds, opening with a man finding a ram horn and using it like a conch shell or trumpet to call a swath of runners into action. They finally convene on top of a mountain, where they find a ram, and the horn is sounded again, calling them back into action. The spot cast ASICS-sponsored athletes — triathlete Gwen Jorgensen (US), 100m and 400m hurdler and sprinter Queen Harrison (US), 800m runner Ryan Martin (US), elite training and fitness athlete Rosario Rios-Aguilar (US) and elite trail runners Sissi Cussot (France) and Genis Zapater (Spain) — alongside amatuer running enthusiasts from clubs around the world. In addition to the spots running on broadcast during sporting events around the world and online, the campaign will be supported by print iterations throughout the year. The campaign’s message will later be tailored to different sports, such as tennis and rugby.

“The eyes of the world are on ASICS in 2015 as the sports brand cements its position as the brand behind true athletes, all over the world,” said Al Moseley, president and chief creative officer at 180 Amsterdam, in a statement. “As an agency of runners and sportspeople, we know, first-hand, the incredible impact of ASICS and this has truly been a passion project for everyone involved.”

Credits:

Client Credits: ASICS

Deputy Senior General Manager, Global Marketing Division: Marc Pinsard

Global Advertising Manager: Eva Sutter

Agency Credits: 180 Amsterdam

President and Chief Creative Officer: Al Moseley

Creative Director: Dean Maryon

Copywriter: Anna Sweet

Art Director: Robbie Graham

Account Team: Megan Wooding, Claire Birrell

Producer (Film): Neil Henry

Producer (Print): Eleanor Fitzgerald

Strategy: Ben Armistead

Business Affairs: Sarah Gough

Film Production

Film Production Company: Somesuch

Director: Chris Sargent

Executive Producer: Seth Wilson

Producer: James Waters

Director of Photography: Jody Lee Lipes

Art Director: Ken Turner

Line Producer: NZ William Grieve

1st AD: Chris Short

Editor, Saints Editorial: Ross Birchall

Post Production

VFX: MPC

VFX Supervisor: Franck Lambertz

3D Supervisor: Tom Carrick

DMP: Ingo Putze

Nuke: Tom van Dop, Giles Hicks

VFX Supervisor on Shoot: Kim Fogelberg

VFX Producer: Hannah Ruddleston, Gwenn Hardouin

Grade: MPC – Remote Grading

Colourist: James Tillett

Music: Adelphoi Music

Composer: Benji Merrison

Producer: Greg Moore

Audio Post Company: Wave Amsterdam

Sound Design & Mix: Randall Macdonald

Audio Post Production: Ben Tomlin, Mirjam Gevers

Print Production Company: Big Pictures and 180 Amsterdam

Stills Photographer: Ben Ingham

Photographer Assistants: Matthew Lawes, Tanya Houghton

Print Producer: NZ Tim Coster

Retouching: Loupe

This week, Helsinki-based hasan & partners opened its first “international” shop in Stockholm–and brought along a team with an extensive agency history to staff it.

About the four founding partners:

• Creative Director Daniel Wall comes from McCann, where he led the “creative SWAT team” known as Surprise Department; he also worked at W+K Amsterdam and Farfar.
• Fellow Creative Director Jakob Swedenborg has a nearly identical resume; he also worked at W+K and McCann along with Sweden’s Lowe Bridnfors.
  
• Peter Laurelli, the new shop’s third CD, most recently worked at GolinHarris after founding his own agency Blond Swedish Amateurs (do NOT try to Google that, BTW) and serving in creative roles at GS&P and 180 Amsterdam
• Leading the office will be managing director Camilla Hahn Fortkord, who most recently directed Coca-Cola and other accounts at McCann Stockholm.

This move follows hasan’s acquisition of digital studio Perfect Fools–a move executives recently discussed during electroshock therapy sessions for our amusement.

New Career Opportunities Daily: The best jobs in media.

Para defender a si mesmo e aqueles que ama, qualquer um é capaz de se transformar. Especialmente diante de um ataque zumbi. Esta é a premissa que a 180 Amsterdam, junto com a produtora Minivegas, usou para apresentar o game The Last of Us ao mercado europeu. Ao longo de 60 segundos, vemos um homem comum – em live action – se transformando no personagem do game, em CGI.

Segundo o diretor criativo Maarten Boon, o projeto exigia gráficos sofisticados, que dessem a exata dimensão do jogo, mas que também pudessem ser inseridos no cenário da vida real de um jogador.

Apesar da narrativa já estar meio batida – na última E3, Leo Gianetti contou oito games com a temática zumbi – o filme caprichou no visual, passando a exata sensação experimentada pelos jogadores. Um belo trabalho.

Post originalmente publicado no Brainstorm #9
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A l’occasion de la nouvelle console portable Playstation Vita, voici cette campagne TV “The World Is In Play” réalisée par l’agence 180 Amsterdam pour Sony Playstation. Produit par Independent et dirigé par Cary Fukunaga, elle transforme le monde en un véritable terrain de jeu.

Previously on Fubiz

• Sony – Two Worlds
• Playboy TV Campaign
• Sony NGP

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Advertising Agency: 180 Amsterdam, Netherlands
Published: May 2088
Via: coloribus

Advertising Agency: 180 Amsterdam, Netherlands
Published: May 2088
Via: coloribus