ONE WITH THE CITY
Tool: Stickering/Street Art
Urban Act sets up a Street Marketing campaign for Asics with a creative, urban and ephemeral identity.
On the occasion of the launch of Gel-Kayano Evo, new Asics sneaker, Urban Act transforms Paris into a real playground. The city becomes the medium of a Street Art tool conveying the message: "ONE WITH THE CITY", associated with a character, created by Andy Rementer, emblem of the universe and spirit of the campaign.
The character, created by the American artist, is set up on many forms of media, available on steps of stairs, walls, signboards. The character plays with the city, seizes Paris and its monuments under the exposed public’s surprised and seduced look. "#ONE WITH THE CITY", claim of the campaign, becomes a hash tag that accompanies the character and the questioning associated with it, illustrating the link between the city of Paris and the expression of this fascinating and enigmatic character. An association that creates a natural digital resonance by its Street Art codes and amplifies the campaign’s visibility.
A second phase will link this first speech and revelation of the product. The new Gel-Kayano Evo is then displayed in the form of a free wild posting offering the brand an exponential visibility.