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LURE created a strategic,  integrated film and OOH campaign featuring the German film star, Elyas M’Barek immediately gave our campaign and the brand a strongly emotional, human face, and his through IG/FB channels, the opportunity to reach millions of new consumers.  To boost emotionality and identification for and with ASICS, the core of the final idea were the emotions you have while doing sports.  The center of the activation was Social Media. Additionally, supported by a very appealing photo campaign which served as additional content for Facebook and Instagram and was also used for the POS activation instore. We  also developed an entire Social Media structure around the campaign which was based on different themes related to the three highlighted emotions.