Design concepts by FOC

Scenario: a mysterious package arrives in the mail, and you discover you are one of only 10 people around the globe to have received an absolute one of a kind present from ASICS. It is a mysterious package, where packaging and present appear to merge into a sole object - and the only way to discover the gift within is to destroy this singular and curious packaging design. Grudgingly, you resolve to permanently destroy the package, but what is revealed is another mystery: two half-objects. And thus begins a journey that will lead you to the missing half of your present and its true identity.

ASICS, one of the most innovative sports footwear and apparel brands today, has launched the inspiring "What's a left, without a right?" campaign. Conceptualized by advertising agency Amsterdam Worldwide, the campaign was brought to life by the design talents of Freedom Of Creation (FOC).

"What's a left, without a right?" celebrates a new collection of 80's inspired footwear by ASICS, and underscores the company philosophy "Anima Sana in Corpore Sano", the diversity of the world in which we live, and is an engaging and stimulating reminder that in uniting our opposites, or other half, we can become stronger, smarter, balanced and whole. The campaign also renews its collaboration with FOC - a relationship that started with FOC's design collaboration in 2008 for the mega super-hit "Electric Tiger Land" branding campaign.

FOC understood the key elements in both the new campaign and the company philosophy and designed ten unique, 80's-inspired objects. The objects were designed by FOC to be manufactured directly into a mesh packaging which also incorporated a personalized message. The hitch? Each package designed by FOC 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.

Janne Kyttanen, founder and designer at FOC, commented: "We knew that the intended recipients of these gifts are trend-setters. They had to receive something which was truly one-of-a-kind, that would have a strong 'wow' factor and inspire their curiosity to investigate - and yet leave them with a sour-sweet feeling of regret for having to destroy the packaging that enclosed their half-icon product." FOC worked with Amsterdam Worldwide and ASICS to assure a design that would intrigue the bloggers, and used high-tech rapid manufacturing technologies to create this "all-in-one", singular creation.

The gifts were forwarded to 10 bloggers, hand-picked for their impact on ASICS' dynamic target audience of people in their late 20s and early 30s. Bloggers received two non-matching halves of ten unique, restyled 1980s-inspired iconic models. The single piece, all-in-one manufactured package contained the two non-matching halves, incorporated 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 new millennium's 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.

"We really wanted to encourage interaction between different bloggers -- huge influencers who rarely stray beyond their own online orbit," said Andrew Watson, creative director at Amsterdam Worldwide. "The Left & Right 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 premium trade fair for the progressive, contemporary clothing culture. This was totally unexpected, but brilliant in that the bloggers had the freedom to create. Some bloggers have accepted the invitation, while others are still hanging on to their precious halves."