New collab campaign was based on the pilot’s first team in Formula 1
ASICS and Marca Senna launch the new edition of the GEL-Cumulus Senna on July 17th, in honor of three-time world champion Ayrton Senna. To tell the story that inspired this edition in an innovative way, the brands teamed up with photographer Renan Viana, from Shrink People, for a digital placement campaign.
The campaign shows two sides of Senna in miniature format. One of them makes reference to Senna, a motorsport driver, with one of the cars in which he tested to enter Formula 1, in 1983, and which was the inspiration for this collab. The other side shows Senna as a street racer, with his draft highlighted.
Constanza Novillo, marketing director for ASICS America Latina, comments that the objective of the campaign is to show the important elements of Senna’s history in the sport in a different way. “Our idea was to portray Senna as a pilot in an innovative way, as well as him in a street race, a recurrent practice in his life that helped him to maintain good physical and mental preparation for F1 racing and that connects him a lot with the philosophy from ASICS of a single mind in a sound body. .We are very happy with the result.
The miniatures that show the Formula 1 race track with Senna in his car and the crowd, and Senna in a street race with the finish line were created by Renan Viana, who was also responsible for the photographs and videos of the campaign, placing the launch of the GEL-Cumulus Senna at the center of the two scenarios.
Participating in the project was a very special experience! Being able to portray an idol like Ayrton Senna reminded me of my childhood, when I watched the races with my father. the photographer Renan Viana.
The campaign project was conceived in partnership between ASICS and Marca Senna, choosing partners to contribute to the execution, such as agencies Press Pass and DOJO, which already serve ASICS, and Renan Viana for the creation of miniatures and production of photos and videos.
The campaign will be broadcast digitally on the ASICS Brasil, Marca Senna and Centauro Esporte profiles.
