ASICS were introducing their new line of 80's-inspired SportStyle sneakers. To increase pre-season orders and raise awareness we created the 'What's a left without a right?' campaign. ASICS couldn't afford to shout, so instead we whispered into the ears of the world's coolest street-style bloggers. Along with details of the new line, we sent them one-off, 3D printed, 80's-inspired models separated into Left and Right halves and randomly paired.
To find their 'other halves' bloggers had to engage with each other and their readers, sparking a global, digital treasure hunt. The campaign drove an 18% increase in pre-order sales (13% above target). And while hundreds of thousands engaged with the campaign, Highsnobiety blogger Philip Gaedicke collected all the pieces in an unexpected twist and exhibited them at Bread & Butter Berlin, generating exposure worth millions.