ASICS Lite-Brites Up Your Life

ASICS has a knack for speaking to its target audience in unique ways. Playing off childhood memories works well for the brand.

Back in May, the brand sent targeted bloggers around the world pieces to an unfinished puzzle. Their mission was to find the blogger with the missing half to their puzzle. Each piece was 1980s-inpsired: a cassette, Rubik's cube, Casio digital watch, Atari joystick and boombox were puzzle participants. Amsterdam Worldwide created the campaign.

This time around, ASICS went farther back in time -- 1967, the year Lite-Brite was born -- for inspiration in promoting its GEL-Lyte III shoe.

The brand, with help from its creative agency VitroRobertson, produced the world's largest Lite-Brite, made official by the Guinness Book of World Records. The piece took six months to build, used more than 300,000 original-size pegs, and measures 11 x 15 ft. Think art installation marries GE.

Interestingly enough, the ASICS GEL-Lyte III is so colorful, it's like a wearable version of Lite-Brite. Imagine your shoes on acid -- or you dropping acid in 1967 - then looking at your feet.

But what do you do with a larger than life toy from yesteryear? Take it on tour to music festivals across the country.

UG Strategies transported the "World's Largest Lite-Brite" to major music festivals around the country, such as Rock The Bells Music Festival, the 8th Annual Camp Bisco Music Festival and the upcoming Bumbershoot Music Festival.

An on-site photo booth lets concertgoers get a free, framed picture taken with the Lite-Brite. Neon wrist bands, in five different colors, are also distributed.

Look out for the "World's Largest Lite-Brite" in New York next weekend at a 2009 MTV Video Music Awards pre-party.
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