GEL DAY N' NIGHT FOR ASICS
BRANDING — EVENTS — FASHION — CULTURE — ENTERTAINMENT
GEL DAY N NIGHT WAS CONCEIVED AS A CULTURAL STATEMENT TO CLOSE THE GEL KAYANO™ 14 CAMPAIGN — A TERRITORY WHERE PERFORMANCE MEETS EXPRESSION. THE IDEA WAS TO TRANSLATE ASICS’ TECHNOLOGY INTO EXPERIENCE: ALIVE, SENSORY AND URBAN.
WE LED THE CREATIVE DIRECTION, STRATEGIC PLANNING AND ACTIVATION DESIGN, BUILDING A NARRATIVE THAT MOVED FROM DAY INTO NIGHT. MUSIC WAS A LANGUAGE, NOT A BACKGROUND ELEMENT: THE CURATION CONNECTED YAGO OPROPRIO AND DJ SUELEN MESMO AS EXTENSIONS OF THE CONCEPT, ACTIVATING BOTH SPACE AND AUDIENCE ACROSS DIFFERENT FREQUENCIES.
AMONG THE TOUCHPOINTS, A NEWSPAPER STAND REIMAGINED AS PHYSICAL MEDIA AND AN ILLUSTRATED PANEL THAT TURNED INNOVATION INTO CULTURE — CONNECTING ASICS’ TECHNOLOGY TO ICONIC COLLABORATIONS, FROM AYRTON SENNA TO P. ANDRADE. MORE THAN AN EVENT, A SYSTEM OF SIGNS DESIGNED TO CLOSE THE CAMPAIGN WITH PRESENCE AND MEANING.
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AS AN EDITORIAL EXTENSION OF THE CAMPAIGN, WE CREATED A PR ACTIVATION THAT TRANSFORMED CONTENT INTO OBJECT. A FREE NEWSPAPER, DISTRIBUTED AT THE ASICS STORE ON OSCAR FREIRE, OPERATED AS A PHYSICAL EXPANSION OF THE GEL DAY N NIGHT CONCEPT.
THE PROJECT STARTED WITH TEXT AND NARRATIVE PLANNING, DEVELOPED IN CLOSE COLLABORATION WITH DESIGNER DIA AMORIM, EXPLORING THE DIALOGUE BETWEEN WORD AND FORM. THE NEWSPAPER TOOK ON THE ROLE OF OWNED MEDIA, MANIFESTO AND CULTURAL LEGACY FOR THE BRAND.
