'Left and Right' campaign for ASICS SportStyle

Lifestyle / Communication design

Three Dutch illustrations feature in Amsterdam Worldwide's new campaign for the Japanese footwear brand that poses, ‘What’s a left without a right?’

By Editor Design.nl /asdf 17-03-2009

Entitled 'Left and Right', the ASICS SportStyle leisure footwear range campaign explores unique pairings and relationships, which together create something more than the sum of their two parts.

Devised by Amsterdam Worldwide, 'Left and Right' is a celebration of the philosophy at the heart of the ASICS brand – a sound mind in a sound body. It is inspired by Mr Onitsuka – the late ASICS founder – who believed that when mind and body come together they create a more balanced whole.

Four visual executions, called ‘Adam & Eve,’ ‘Up & Down,’ ‘Art & Science’ and ‘East & West’ work across print, online and point of sale. The four pairings are brought to life in modern artistic expressions and feature the end line: ‘What’s a left without a right?’ Three of those illustrations were created in The Netherlands.

‘Adam & Eve’ by Johan Kleinjan features the two biblical characters in their own individual Eden. The foreground is dominated by modern temptations including a games console, a car and a camera for Adam, and cakes and jewellery for Eve.

The contrasting ideologies and imagery of ‘Art & Science’ by Rhonald Blommestijn are expressed through the fusion of two heads facing opposite directions. They represent the two hemispheres of the brain responsible for the Michelangelo and Einstein in every one of us. The images are illustrated with scientific and artistic tools.

Concluding the series is ‘Up & Down’ designed by The Stone Twins. This execution by features two arms, one pointing ‘up’ and one ‘down’, over a background of arrow signs and tiny figures running up and down.