problem
ASOS had more business than brand - it's "As Seen On Screen" roots had lost relevance in today's on-screen culture.  

 

insight 

Style is a mixtape that's constantly being remixed. Young people today don't think about themselves or each other in archetypes -- the athlete, the nerd, the princess -- they embrace fluidity, versatility and reject labels. 

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strategy 

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

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idea

We evolved the brand’s original acronym, "As Seen On Screen", into an acrostic showcasing how on-screen culture is a participatory, virtuous cycle of scrolling, swiping, influencing.