The core objective of the campaign is to expand the brand’s community of runners, especially targeting women non-runners. While most brands strive to garner new audiences through strong communications, which are driven by motivation and persuasion, adidas came up with a digital film that had a counter-intuitive concept. Instead of giving women reasons to run, the brand rode on the belief that no one can make you run, unless you yourself want to.
The film was conceptualised by Isobar India, which handles digital solutions for adidas India. Its goal was to make women realise that no external motivation can drive them, nor can any excuse hold them back. Every reason one gives to go for a run, and every excuse one gives to skip a run, there’s something above it all – they themselves. To back this philosophy, the #ItsOnYou communication was crafted.
On the launch of the new campaign, Sunil Gupta, Business Unit Head, adidas Running said: “#ItsOnYou is a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within. Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur us into action or lull us into accepting another excuse. Through real people and their very real stories, we hope this message reaches women across strata, geographies and professions – that their run, their energy, is in their own hands. The team at Isobar captured this thought beautifully.”
Anish Varghese, National Creative Director, Isobar India said: “With today’s busy lifestyles, it’s getting easier for people to find excuses. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end, the onus is on you to get up and go for that run.”
The film has gotten close to 2.5M views to date and the campaign will be further amplified via 360 degree initiatives, digital and on-ground branding.
Source: Campaign Brief Asia