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Reading: ASICS Creates Thermochromic Print Ad To Test Your Foot Type
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B&T > Advertising > ASICS Creates Thermochromic Print Ad To Test Your Foot Type
Advertising

ASICS Creates Thermochromic Print Ad To Test Your Foot Type

Savio Hatherly
Published on: 1st June 2017 at 10:29 AM
Savio Hatherly
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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.

CREDITS

Title: Foot Type Test Ad

Client: ASICS

Agency: Neogama

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

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By Savio Hatherly
Hello, I’m Savio Hatherly, 29 years old and I've been working as an Art Director for almost 10 years now in Sao Paulo, Brazil. I started my career as an art director in Rio de Janeiro, but I knew I’d one day have to move to São Paulo for live other experiences and greater challenges, so I did. There, I have been working for clients such Renault, Coca-Cola, Mentos, Asics, Ype, Mobil, L'Oréal, Adesf, Samsung, Sedex, Rock in Rio, Canal Brasil, Rede Record and others clients. I worked at DM9DDB, WMccann, DM9Rio, Artplan ( the biggest independent agency at Rio de Janeiro ) and other severals agencys. Now I working at NeogamaBBH in Sao Paulo, Brazil. I think when you do what you love everything becomes easier. On my day off I also like to surf, travel, read and search things to make my mind active. I am always looking for new opportunities and greater challenges. Feel free to send me a message or email me if you want to talk. Check out some of my latest work here: www.saviohatherly.com or [email protected] +55 (21) 986745210

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