What do you dream about while you’re running? ASICS has made the running dream real for 60 influencers and journalists from throughout the world. ASICS’ agency, 180 Amsterdam, turned a city run into an immersive theatre experience.

The first-of-its-kind event, The Big Chase, was held in Los Angeles. Runners were given a scenario, and they became old-school Hollywood detectives with an L.A. Noir case to solve.

The experience used a customised communications and runner tracking system, precise mapping, routing and timing, to choreograph the runners across a 5k urban course to interact with staged scenes at several locations – unravelling clues at the Roxie Theatre, Dutch Chocolate Shop and Bank Reserve Building.

The event and subsequent film release are the start of the new ASICS Find Adventure campaign targeting an urban, millennial audience and introducing two new products – fuzeX RUSH and GEL-QUANTUM 360° KNIT. The event was also the debut of ASICS new fitness community Sound Body, Sound Mind and the #Run4Adventure social campaign.

It was produced in partnership with LA production company, who also created Bud Light’s Epic Night. The 80 second film will run in the UK, the US, China, Japan, Korea, Brazil, Holland, France Germany, Italy, Russia, Spain and Mexico from February 8. And it will be the first in a series.

Al Moseley, president & chief creative officer of 180 Amsterdam, commented, “We’ve helped ASICS win the hearts and minds of the serious runner. This was now about creating cultural impact with the social runner. We’re thrilled at the result –  another great example of 180’s relentless desire to try the bravest and boldest thing we can to get the world talking about our client’s brands.”

Tony Bartolucci, creative director, 180 Amsterdam, added, “This was a unique experience not just for the runners but for us as well. Combining live theatre with sport with technology with digital outreach with influencer marketing was a production and creative challenge that required a lot of planning, a lot of teamwork and a lot of sleepless nights. It was truly creativity without frontiers.”

Credits:

Creative agency: 180 Amsterdam

Chief creative officer: Al Moseley

Senior copywriter: Joe Craig

Art director: Tony Bartolucci

Director of communications strategy: Pete Fishman

Head of TV / production: Bethany Papenbrock

Executive producer: Colin Pueschner

Producer: Eline De Roo

Head of integrated production: James Okumura

Business affairs: Akvilina Jaskunaite

Account director: Jim O’regan

Account manager: Abraham Turner

Planner: Vincent Johnson

Production company: Helo

Executive producers: Brendan Kiernan & Justin Moore-Lewy

Producers: Mitch Kirsch & Keith Carlsen

DoP: Michael Svitak

Director: Zach Guerra

Costume designer: Kate Fry

Sound design: Mikaal Sulaiman

Editor: Noah Kistler