remark September 2017 - Page 7

2 PACESETTERS Two simple yet impactful campaigns for community wellbeing ASICS – “A CELEBRATION THAT WILL MOVE YOU” In a move away from the now dominant and popular “hyped up” ad’s of pro -athletes displaying the need to “want it more than anyone”, or the need to gruel through hours of training to get anywhere, Asics have decided to adapt a more wholesome message for their new campaign. “ I MOVE ME ” is their new global campaign, with a London specific “ I MOVE LONDON ” TV ad; this ran in conjunction with their sponsorship of the IAAF World Championships in August. The new brand initiative focuses to inspire people of all ages to move more, and enjoy both the physical and mental benefits of exercise. This new brand message comes with a series of short ads showcasing sports like running, yoga, and workouts. The message displays how important being active is to one’s personal strength, both mental and physical; it specifically showcases the ‘average joe’, not just top athletes. In doing so, Asics are aiming to reach a broader day-to-day audience; proposing for us to ditch the stuffy London commute, the long hours at the desk, and fixation of social media in favour of some exercise and some fresh air. Participants are being asked to show London and the rest of the world how they are getting involved, by sharing through #IMoveLondon . A RUN IN THE PARK Parkrun UK are making huge strides since signing Vitality as their first headline partner earlier this year, to now signing up 100 Team GB athletes to help participate in runs all over the nation. Following the 2017 World Athletics Championships, some athletes will now take part in Parkruns as tail walkers all over the country. This will give the general public the chance to run with Olympic champions, World Champions! Athletes include London 2017 gold medallist Adam Gemili, 2012 Olympic long jump champion Greg Rutherford, and Rio 2016 Paralympic swimming champion Ellie Robinson. Parkrun is a free, volunteer-organised 5km run, that takes place every weekend in parks all over the country. Parkrun’s model of a free, accessible communal event is proving very attractive for brands; the capture of Vitality and Leeds Building Society should allow the organisers to keep it free for the foreseeable future! Giving back to the communities that support the National Lottery (which funds Olympic and Paralympic athletes) is what this is all about. Creating communities, promoting healthy living and developing healthy relationships. The clever use of GB Athletes giving back to the community that supports them is a novel draw.