Sávio Hatherly
Senior Art Director at FCB Lisbon
Lisbon, Portugal
TitleASICS' Foot Type Test AD
Agency
Campaign Foot Type Test AD
Advertiser ASICS Corporation
Brand Asics
Date of First Broadcast/Publication
Business Sector Unisex Shoes
Tagline ASICS creates a thermochromic print ad that allows you to do your Foot Type test on it.
Story Thousands of runners don't use the proper running shoes for their foot type. A print ad created for ASICS by the Brazilian agency Neogama uses a simple technology to help runners identify the right shoes for them. Using a thermochromic ink that reacts to the body heat, the FOOT TYPE TEST AD is able to determine the foot type of a person by showing clearly their footprint. All is needed is to stand on the magazine, over the determined area, to find out if the foot type is supinator (when the shoes wear themselves out on the outer area of the sole), pronator (wear themselves out on the inner area of the sole) or neutral (when the sole wears itself out uniformly).

The ASICS' FOOT TYPE TEST AD can be seen on the cover of latest editions of the Runners and Women's Health magazines.
Media Type Magazine Custom Publishing
Length
Creative Director
Creative Director
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Creative Team
Attendance
Attendance
Attendance
Attendance
Account Planner
Media Director
Media Director
Media Director
Media Director
Media Director
Production Management
RTVC
Art Buyer
Art Buyer
Publisher
Publisher
MOTION DESIGN
Production Company Producer
Director
Cinematography
Executive Producer
Production Company Producer
Camera Assistant
Colorist
Production Company Producer
Sound
Production support
Graphic Production
Advertising Manager
Advertising Manager

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