Isobar, the digital agency from Dentsu Aegis Network that handles the digital solutions for adidas, has recently launched a digital campaign – #ItsOnYou. The core objective is to expand the brand's community of runners, especially women non-runners.
While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion, adidas came up with a digital film with a counter-intuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run, unless they want to.
The goal of the film 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 them all – they themselves. To back this philosophy, the #ItsOnYou communication was crafted.
On the launch of the new campaign, #ItsOnYou, Sunil Gupta, BU – 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 is into action or lull is into accepting another excuse. Through real people and their very real stories, we hope the 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, “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realize 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 campaign will be further propelled via 360 degree initiatives, digital and on-ground branding.
National Creative Director: Anish Varghese
Group Creative Director: Anadi Sah
Associate Creative Directors: Vibhor Yadav & Amit Singh
Group Head: Kritica Pareek
Account Managers: Proneeta Das Tsering & Radhika Rampal
Film Director/Senior Producer: Taj Ali Naqvi
Production House: Orange Candy Productions