ASICS Combine Running and Theatre in New Campaign

For ASICS, 180 Amsterdam had journalists and influencers running for their lives as part of The Big Chase, an experiential campaign that brought together urban running with immersive theatre.

Using what 180 Amsterdam call 'a customized communications and runner tracking system, precise mapping, routing and timing,' they guided particpants through a classic LA noir story of hard-nosed detectives, femmes fatales, and characters hidden in shadows.

In partnership with production comapny HeLo, the brains behind Bud Light's Epic Night, the agency produced the event, directed by Annie Saunders. It is also immortalised in their new campaign video, directed by Zach Guerra. Made up of a montage of moments from the night, the video sees participants locating mysterious suitcases, running through the streets chasing detectives, and being surprised by fighting couples breaking through walls.

Look out for an interview with 180 Amsterdam’s creative director, Tony Bartolucci, as part of our Amsterdam special in shots #169.