Sportswear company ASICS has unveiled a thermochromic print ad that allows you to test what type of feet you have in order to identify the most suitable running shoes for them.
ASICS said in a statement that the campaign was in response to the thousands of runners who don’t use the proper running shoes for their foot type.
A print ad was created by Brazilian agency Neogama, and uses a thermochromic ink that reacts to the body heat to determine the foot type of a person by showing clearly their footprint.
All people need to do 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 ad can be seen on the cover of latest mag editions of Runners and Women’s Health.
Title: Foot Type Test Ad
Chief creative officer: Alexandre Gam
Creative directors: Márcio Ribas e Fabio Mozeli
Art directors: Gabriel Marcondes, Sávio Hatherly, José Pedro Bortolini, Michel Morem
Copywriter: Pedro Rosas
Account: Guilherme Nogueira, Renato Miguez, João Castro e Oleg Loretto
Planner: Maju Strasburg
Media: Luiz Gini, Giuliana Chekin, Cibele Perandin, Karem Pugliesi
Head of production: Mariah Bayeux
RTVC: Paula Alimonda
Art buyer: Vanessa Raad, Felipe Moro
Film editor: Roger Pereira, Lucas Souza
Motion design: Marcos Thuki
Production company: Ritmo Visual Filmes
Film director: Pedro H. M. Marques
Film photographer: Marco Lomiler
Executive producer: Patrick Caracas
Producer: Mayra Donatelli
Camera assistant: Yllan Carvalho
Colourist: Luca Leocadio
Sound production company: Hefty
Sound producer: Edu Luke
Atendimento Som: Juliana Cruz
Support production company: Bandits
Graphic production company: Casa da Produção Gráfica
Client: Mauricio Busin, Thaise Oliveira