the situation 

ASOS was losing brand relevance - its "As Seen On Screen" roots felt out of step with today's hyper-connected, screen-first culture. 

 

the insight 

For 20-somethings, identity isn’t fixed to a single archetype -- it’s iterative. Personal style is a living remix shaped by what they scroll, save, and share.​

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the strategy 

Show that ASOS captures, rethinks, and remakes on-screen culture to feed their unique style. 

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the idea

We evolved "As Seen On Screen" from an acronym into an acrostic that highlights how on-screen culture is a participatory, virtuous cycle of scrolling, swiping, influencing.