ASICS recently launched its new “Welcome to the Dojo” clothing and footwear line exclusively at Foot Locker, Inc. supported by an anime-inspired miniseries from BBDO New York that taps into the brand’s Japanese heritage. The five-episode miniseries "The Sun and the Snake" has been well-received and inspired the creation of a new, long-form version.
This anime-inspired film was directed by Dipankar Sengupta of animation studio Shotopop.
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Dan Lucey, executive creative director; Bryan Stokely, Martin Zelcs, Bhana Arbuaratna, associate creative directors; Brandon Galosi, designer; James Young, executive producer; Janelle Van Wonderen, VP, director. Production Company MTC Chris Lenox Smith; John Holt, producer. Sound Design & Mix Matt Lewkowicz, Sam Posern, Parker Silzer, Chris Lenox Smith. Original Music Mixtape Club Music, featuring Sammy Bananas. Animation Studio Shotopop, London & New York Dipankar Sengupta, director; Richard Payne, Ionut Lupo, AE animation and compositing; Giulia Frixione, Hannah Lau-Walker, Marylou Mao, Diana Buzea, Kirill Blumenkrants, Arman Alipour, Dipankar Sengupta, Alison Oxborrow, cel animation; Beidi Guo, Ionut Lupu, cel coloring; Samantha Friend, 3D animation; Dipankar Sengupta, character design; Samantha Friend, Tony Sekyere, Carin Standford, Cat Finnie, Kalyanjyoti Mohan, illustrators; Carin Standford, Casper Franken, art directors; Dipankar Sengupta, storyboard; Richard Payne, animatics. (Toolbox: Photoshop, ProCreat4e, Animate, After Effects Maxon Cinema 4D)
The triangle-shaped Toblerone returns by taking a stand for how chocolate should be enjoyed. “Chocolate Like Nobody’s Watching” is the brand’s new global campaign from LePub Milan, which includes this spot that shows how beautiful giving into chocolate can be, with scenes of people enjoying Toblerone chunks without fear of judgment.
For so long chocolate advertising has told us that we should eat chocolate in a certain way, delicately, in tiny bites that almost float in your mouth like feathers on the skin. But this is a misrepresentation of how we actually want to enjoy it. When we crave chocolate, we don’t want demure eating rituals; we want to devour it, munch it, and fully enjoy it.
Danish filmmaker Martin Werner directed the film which captures folks fully indulging in Toblerone bites. Prodigious served as the production company.
Mihnea Gheorghiu, LePub’s global co-chief creative officer, said, “With ‘Chocolate Like Nobody’s Watching,’ we’re redefining what chocolate indulgence really means. It’s about embracing the messy-good moments that come with the true enjoyment of Toblerone. This campaign invites everyone to stop holding back and savor chocolate the way it’s meant to be experienced: no rules, just pure pleasure”.
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