The Lunch Launch from PF Chang’s

Over your burrito quota for the year? Tired of the circular cycle of pizza? PF Chang’s is breaking America out of the mid-day rut with their new lunch menu. To get the word out, VITRO designed the first national TV campaign ever for PF Chang’s China Bistro.

Burrito Boredom :15

To publicize the launch of PF Chang’s new lunch menu, Vitro had to move fast. After the new lunch menu debuted in the Phoenix test market, Vitro had less than four weeks to produce an integrated TV, radio, print and digital campaign. When the advertising went live, results in Phoenix were astounding: sales increased more than 20% with restaurant traffic up 40%.

Pizza Cycle :15

194 Sandwiches :15

Creative Credits

Creative Chairman: John Vitro

Creative Director: Elliott Allen

Copywriter: Schuyler Vanden Bergh

Art Director: Kevin Lukens, Paul Lambert

Director of Broadcast: Mickey Strider

Editor: Dave Friz

Print Work

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ASICS GEL-Neo33

ASICS GEL-Neo33 gives runners the perfect combination of lightweight running and performance technology. VITRO found the perfect way to illustrate this concept: creating a shoe that’s lighter than air, and larger than life.

["Launch" :30 by Vitro. See below for Credits]

Print executions for the GEL-Neo 33 also take an unconventional approach to demonstrate how stability and lightweight technology exist in perfect balance.

[GEL-Neo33 by Vitro. See below for Credits.]

The GEL-Neo33 campaign also extends to creative retail and point of sale installations.

For more information or to schedule interviews:

John Hickman: johnh@vitroagency.com    m 720-291-9003

Matt Van Hoven: mattv@vitroagency.com    m 651-470-1311


Credits: “Launch” :30

John Vitro- Executive Creative Director
KT Thayer – Creative Director
Schuyler Vanden Bergh – Copywriter
Kevin Lukens – Art Director
Mickey Strider – Director of Broadcast

Director
Marcus Nispel

Production Company:
MJZ

Editorial:
UNION Editorial

Music:
“The Temporary Blues”
Performed by The Features

Credits: Print and Retail

John Vitro- Executive Creative Director
KT Thayer – Creative Director
Schuyler Vanden Bergh – Copywriter
Kevin Lukens – Art Director
Mike Brower – Director of Design


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ASICS: Marathon Experience at Columbus Circle

Running a marathon can be a life-changing event, a personal transformation. For the 2011 ING New York City Marathon, we completely transformed the Columbus Circle Subway Station creating the ASICS Marathon Experience at Columbus Circle.

The ASICS Marathon Experience at Columbus Circle stretches in total over 2 football fields long, with 17 visual stations, each presenting facts, figures or images from the “Superbowl of Running.” A race this big, words simply don’t do it justice. So this year, ASICS and Vitro will let fans experience parts of the race for themselves, in a tribute to the technology, pride and passion of the ING New York City Marathon.

Run With Ryan

We Dare You to Race This Ad

Along a life-sized, 60 foot video wall, top US Marathoner Ryan Hall demonstrates his marathon “race pace.” Fans can measure Hall’s stride. And if they’re tempted to race him, it’s an amazing lesson — what feels like a sprint is actually Hall’s speed for 26.2 miles.

Recycled Runner

Using band-aids, water bottles, gel packs, paper cups, and other real marathon trash collected at other races, combined with products donated by marathon sponsors, a New York City artist transforms this race debris into an original work of art.

The Making Of

Wall of Names

For the 45,000 runners brave enough to tackle 26.2 miles, the least we could do is recognize them all by name, right? This iconic marathon image on display in the Columbus Circle Station  is actually formed by the names of every runner in the race.

Station Domination

Columbus Station will feature over 600 linear feel of ASICS displays, that’s 2 football field long.

Mantra Video

ASICS will also unveil it’s new mantra “Stop at Never” at the ASICS Marathon Experience at Columbus Circle. US Olympic Marathon Ryann Hall will be the face of Stop at Never, which will also play on the CNN digital billboard in Times Square.

To arrange interview or for more information:

John Hickman, Communications Director, Vitro

O: 619-234-0408 // C: 720-291-9003

johnh@vitroagency.com

ASICS Marathon Experience At Columbus Circle Station Brings Race To Life

Interactive Exhibits Let Fans See, Feel, The Event

(New York, NY) ASICS America Corporation, official sponsor of the ING New York City Marathon, is proud to announce the ASICS Marathon Experience at Columbus Circle, an innovative, interactive tribute to the technology, spirit and passion behind the race. Starting October 31st, the Columbus Circle Subway Station will be completely transformed into an exhibit worthy of the “Superbowl of Running,” with 17 visual displays stretching over two football fields long.

“The ING New York City Marathon is a transforming experience for runners, and we thought it was only fitting to transform a New York City landmark to pay tribute,” says ASICS VP of Marketing, Erik Forsell. “It’s the biggest road race of the year, and we decided to go big, with bold, visual displays to capture the essence of the marathon experience, down to the smallest detail, using some innovative thinking to bring the race to life.”

For anyone who ever wondered what a marathon-winning pace feels like, ASICS presents Run With Ryan. Along a life-sized, 60 foot video wall in the Columbus Circle Station, top US Marathoner Ryan Hall will demonstrate his marathon “race pace.” Fans can measure Hall’s stride. And if they’re tempted to race him, it’s an amazing lesson — what feels like a sprint is actually Hall’s speed for 26.2 miles.

Other exhibits detail slices of life from the Marathon: everything from shoe laces to the role of the New York City Police Department, to the number of water cups discarded in the race. Real race-day trash also plays a central role in an original marathon work of art: using band-aids, water bottles, gel packs, paper cups, and other debris, a New York City artist will transform trash into a mural depicting one runner finishing the race.

The ASICS Marathon Experience at Columbus Circle was developed through a partnership between ASICS and advertising agency, Vitro.

“Everyone talks about the marathon, and how it’s a life changing experience, but we knew creatively there was enormous value in letting fans see, feel, and experience what the race is really like,” says Executive Creative Director, John Vitro. “This Marathon Experience isn’t just stunning visually, but once it draws you in, it’s a true tribute one of the greatest sporting events in the world.”

ASICS and Vitro will also use the Marathon Experience to preview the bold new look of ASICS’ 2012 national advertising campaign, “Stop At Never.” The campaign speaks directly to ASICS’ commitment to athletic excellence and technological innovation – the same passions at the core of the Marathon Experience at Columbus Circle.

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ASICS: Support Your Marathoner 2011

It’s mile 22. Your feet hurt, your legs feel like Jello. Digging deep, you glance up at a giant video screen placed next to the course. It’s incredible. Larger than life, and with full audio, your kids are cheering you on, urging you not to quit.

Sounds amazing? In 2010, ASICS made moments of inspiration like this possible with the award-winning Support Your Marathoner program, a one of a kind system that delivers personalized video messages course-side during the race, giving all 55,000 marathon runners their own virtual cheering sections. For 2011, SYM is back. It’s bigger and more motivational than ever, leveraging the power of social media to deliver more moments of inspiration to more runners.

Support Your Marathoner 2010

Developed by advertising agency Vitro, Support Your Marathoner 2011 gives racers the power to gather messages of support by posting requests to their Facebook and Twitter communities. Every time a message is uploaded, the runner’s Friends and Followers are alerted, encouraging even more messages.

www.supportyourmarathoner.com


Support Your Marathoner

Digitally supporting marathoners is one thing. But until now, there was no easy way for friends and family to digitally follow their runner’s progress on race day.

This year, ASICS has a solution for that as well. Also new for 2011, the “Share Your Glory” Facebook app, which allows marathon runners to send real-time updates on their race progress to their social media Friends and Followers. On the ASICS America Facebook Page, runners pre-write three messages which are released via Facebook and Twitter as the racer passes the 9, 13, and 22 mile marks.

Share Your Glory

Awarded the 2011 Promo Pro Award for “Most Innovative Communication Strategy” and the 2011 Gold Ex Award for Best Sports Sponsorship, Support Your Marathoner uses a one-of-a-kind digital system called the “Trigger Chip” to identify runners and deliver their personal video messages of support.

As the chip passes over special sensor mats placed along the course, the Support Your Marathoner system identifies the runner, locates their messages of support, and sends them to the nearest nearest video screen (40 foot LED displays). The sensor mats are strategically placed so that the video plays, just as the intended runners jogs past.

This case study explains the technology.

To schedule interviews or learn more:

John Hickman, Communications Director, Vitro

O:619-234-0408 // C:720-291-9003

johnh@vitroagency.com

No One Runs Alone ASICS Expands Support Your Marathoner For 2011

Social Media Program Inspires Runners With Personal In-Race Videos

(New York, NY) ASICS America Corporation, the official sponsor of the ING New York City Marathon, announced today it is bringing back, and expanding, the award-winning “Support Your Marathoner” program for the 2011 Marathon. This year, Support Your Marathoner will leverage the power of social media to deliver more moments of inspiration to more runners than ever before, ensuring that no marathoner has to finish the race alone.

Recently named the “Most Innovative Communication Strategy” of the year by Promo Magazine, the 2010 Support Your Marathoner program gained international attention by allowing friends and family to send pictures, texts, and video messages of support to the marathon runner of their choice. Using ASICS’ own system called the “trigger chip,” the motivational messages were delivered to the right runners, at the right time, as they ran past giant video screens placed along the course. 7000 runners from 17 countries took up the offer to create their own virtual cheering sections.

“ASICS believes that every single marathoner should have everything they need to compete at their best, including motivation and inspiration during the race,” says ASICS’ Vice President of Marketing Erik Forsell. “Last year, we were blown away by the reaction to Support Your Marathoner. We saw runners who were digging deep for the final miles look up and break into tears when they saw their kids, and their friends urging them on. We instantly knew we had to do more.”

For 2011, ASICS is bringing back the Support Your Marathoner system, with significant additions. A new Support Your Marathoner website lets ING New York City Marathon runners use their own Facebook communities to ask for messages of support. Every time a support message is uploaded, the runner’s entire Facebook community is alerted, and encouraged to upload more messages. The Support Your Marathoner website will also give runners their own personalized Support Gallery of messages, pictures and videos.

This year, ASICS will also debut the “Share Your Glory” Facebook app. With the app, runners can update their social media community on their race progress in real-time by pre-writing three Facebook and Twitter posts which are then sent out as the marathoners pass the 9, 13, and 22 mile marks. Both Support Your Marathoner and Share Your Glory were developed in conjunction with advertising agency Vitro.

“Our goal with Support Your Marathoner is to create a much deeper level of personal connection with ASICS’ core audience, runners, their family and friends,” says Tom Sullivan, Principal, Vitro. “This program is an incredible example of Magnetic Marketing, the kind of marketing that draws people into a brand experience, and builds loyalty by actually creating something of value. It’s the kind of progressive thinking we pride ourselves on at Vitro”

The Support Your Marathoner website goes live October 14th, and will be supported through email blasts from the New York Road Runners organization, and ASICS’ own growing social media community.

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Creativity: Shadow Art

Published Aug. 9, 2011

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Creative Guerilla Marketing: Newcastle Brown Ale

 Published Aug. 9, 2011

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Ad Week: Shadow Art

 Published Aug.15, 2011

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