Soft Lights On A Balmy Night Weekend Sundries
CAMPAIGN
CLIENT
Soft Lights On A Balmy Night Weekend Sundries
CAMPAIGN
CLIENT
ASICS GEL-BND LAUNCH SOCIAL CAMPAIGN
Art Director and Photographer
The Brief
To get sneakerheads in Southeast Asia aware and interested in the launch of ASICS GEL-BND sneakers by creating a social media strategy that builds and creates hype over the sneakers' classic but bold aesthetics. K-pop band KARD is the brand ambassador for this campaign.
The Product
The ASICS GEL-BND is a reimagination of a classic heritage model, updated with modern elements such as a chunky-midsole aesthetic and a series of vibrant colour ways .
Our Solution
We came up with a medley of engaging social content including styled product shots, Instagram stickers targeting consumers in different interests groups and a TikTok GEL-BND dance challenge.
TIKTOK #GELBNDCHALLENGE
TikTok being an increasingly popular social platform in the SEA region, was the perfect place to engage our target audience. Creating a TikTok filter that compliments the music of KARD, we launched our dance challenge. Winners were flown to Bangkok to meet the members of KARD.
The challenge saw over 17.4m views and had hundreds of submissions.
Motion Graphics: Shawn Chia
BRANDED INSTAGRAM STICKERS
Stickers tagged to different interest groups made the GEL-BND appealing and relevant for sneakerheads of various interests.
Motion Graphics: Melina and I
