180 Amsterdam, ASICS Tiger Become ‘One With The City’

By Erik Oster 

180 Amsterdam launched a new campaign for ASICS Tiger promoting the new Gel-Kayano Trainer Evo Sneaker, entitled “One With The City.”

A colorfully animated 15-second spot depicts a person formed from all the bits and pieces of different cities. As he walks along, the shot shifts out, revealing his sneakers, before the spot ends with a shot of the Gel-Kayano Trainer Evo against the animated backdrop. It’s a change of pace for the brand, as Blast Radius’ previous “My Town, My Tracks” spots for the brand, which depicted stories of individual city dwellers. 180 Amsterdam’s goes for the whole brevity thing with the new spot. The ad grabs viewers’ attention with its imaginative animation, courtesy of the Philadelphia-based duo of illustrator Andy Rementer and animator Andy Baker, quickly getting to the point and introducing the product. It still manages to celebrate European cities, albeit all at once and in a different way than its predecessors. The spot is running on YouTube and Instagram, and the campaign will also includes OOH, digital and retail executions across key cities in Europe throughout the month of April. 

“The shoe is an iconic symbol of sport culture,” said 180 Amsterdam president and CCO Al Moseley. “Today the competition and style of the street is a sport in itself – and this campaign celebrates that in a stunningly cool way.”

Agency / 180 Amsterdam

Chief Creative Officer – Al Moseley
Managing Director – Stephen Corlett
Executive Creative Directors – Dan Treichel, Dave Canning
Creative Director – Adam Noel, Martin Terhart
Creative Team – Tony Bartolucci (art), Lachlan Palmer-Hubbard (art), Chase Kimball (copy)
Designer – Javier Garcia
Account Manager – Nicole Scopes
Producer – Eline De Roo (print), Claire Ford (animation)
Planner – Vincent Johnson
Business Affairs – Pamela Villaflores

Head of Marketing Lifestyle Europe – Francesco Sala
Trade Marketing Coordinator Lifestyle – Sophia Broos

Print production
Illustrator – Andy Rementer
Agent – Big Active

Film production

Animator – Andy Baker
Agent – Hornet
Sound Design: Randall Macdonald @ Wave Amsterdam