Everyone, everything is a brand. Know yours.
In the peloton, Garmin Slipstream was the clean team while Rock Racing was the band of gangstas. Good or bad, blessing or blemish, they owned it. Know who you are and profess. We’ll deliver your message and we may even help you create one.
2008-2012 fi’zi:k triathlon print advertising campaign
By 2008, fi’zi:k had established itself as the number one saddle of choice among male and female professional Ironman athletes. Though product development had long been at a standstill, athlete commitment to the brand was unwavering.
The athletes were like family, they felt a connection to the brand, they were proud to say it and others wanted to be a part of it. For that reason alone, the brand was the envy of the competition. With no new product to tout, we had to own it. COMMITTED, with its dual message to sport and to fi’zi:k became the tagline from 2008-2012.
Aspekt was invited to vie for the 2012 SIDI print advertising campaign. However, there was no available budget or photography. Previous campaigns were text heavy and brand recall was low despite the fact that SIDI was considered one of most coveted high-end and high performance cycling shoes on the market.
Borrowing from the Benetton UNHATE campaign, we wanted to inform in as few words as possible that the only way to UN-do ones thirst for desire, for lust, for envy and for want (covet) was to have it. It was that simple: own the product and your lust for it would vanish.