We received this video of the 64’ video wall that we wrote about back on 5th November regarding CBS Outdoor’s partnership with ASICS, manufacturer of athletic shoes and performance apparel, its lead creative agency, Vitro, and Inwindow Outdoor.
The four companies worked together to launch a ‘Marathon Experience’ transit advertising campaign inside New York City’s Columbus Circle subway station.
Timed to kick off ASICS’ sponsorship of the 2011 ING New York City Marathon, the interactive promotion completely took over the subway station with the 64’ long video screen featuring interactive displays, ASICS products and inspirational messages that build up to the marathon.
One of the fun things about the exhibit is watching people pf all ages trying to outrun – or at least keep up with – Olympic marathoner Ryan Hall, who runs the entire length of the 64-foot wall in real-time.
ASICS is also using the subway advertising exhibit to debut its 2012 mantra, ‘Stop at Never’, which highlights the company’s commitment to athletic excellence and technological innovation, the same inspirations at the core of the Marathon Experience at Columbus Circle.
“The ING New York City Marathon is a life-changing experience like no other for many runners, and it is fitting to transform a New York City landmark to pay tribute to the sport and give a small glimpse into what goes into it,” says Erik Forsell, ASICS’ vice-president of marketing.
“It’s one of the biggest road races of the year, and we went big and bold, paying attention to the smallest detail, to capture the essence of the marathon.”
In addition to the video wall, another exhibit, ‘Slices of Life’, details various pieces of the marathon experience through compelling visual interpretations. From a shoelace sculpture that replicates ASICS tiger stripes to the role of the New York City Police Department to the vast number of water cups discarded during the race, each item portrays a vital piece of the marathon puzzle.