asics 'left and right' campaign

footwear and apparel brand asics has launched 'what's a left without a right?' campaign.
conceptualized by advertising agency amsterdam worldwide, the campaign was brought
to life by the dutch studio freedom of creation (FOC).

'what's a left, without a right?' celebrates a new collection of 80's influenced footwear
by asics and underscores the company's philosophy, the diversity of the world in which
we live. it is an engaging and stimulating reminder that in uniting our opposites,
or other half, we can become balanced and completed.

the objects were designed by FOC to be manufactured directly into a mesh packaging
which also incorporates a personalized message. each package designed contained only
half an object, and the recipients (ten bloggers world-wide) were left with the task of
finding the other half to make their present whole.

the single piece, all-in-one manufactured package contained the two nonmatching
halves, embedded within a cage-like graphite-coloured mesh, which the bloggers
had to crack open. FOC also designed the casing so as to feature a plaque with a
personal message, in the blogger's own language, signed by ASICS.
the bloggers were then invited to use their online network to locate the missing pieces.

some of the most influential bloggers were inspired to cross borders and languages,
to connect, comment and enthusiastically spread the word about this innovative
package which so coyly tapped into the desire to explore and to innovate.
bloggers were not just a medium for the campaign, but integral to the creation
and development of the idea.

andrew watson, creative director at amsterdam worldwide mentioned
'the leftright campaign was conceptualized for each blogger to find 'their other
half' and exchange pieces to end up with a unique complete design object. but, as
with most viral campaign marketing, there was a surprising twist ... one blogger has
persuaded most of the others to send their halves to him (in return for a pair of
limited edition asics sneakers) to display at bread & butter in germany, the fashion
industry's trade fair for the progressive, contemporary clothing culture.
this was totally unexpected, but brilliant in that the bloggers had the freedom to create.
some have accepted the invitation, while others are still hanging on to their precious halves...'

Source: designboom.com