Edelman Lands Leisure Grand Prix For Asics Everlasting Run

CANNES – Edelman won the Entertainment Grand Prix for its Asics Eternal Run campaign, possibly the first instance of a public relations firm to lead the brainstorming for a Grand Prix winner at the Cannes Lions Festival.

The ASICS Eternal Run campaign turned the concept of a traditional race on its head, removed the finish line and urged participants not to compete against anyone but themselves.

Edelman was the independent agency for the effort, took care of brainstorming, implementation and PR. Many PR firms have supported Grand Prix winners in subordinate roles, but the leading brainstorming at the international festival has proven to be a far elusive honor.

“Winning an Edelman Grand Prix feels enormous,” said Richard Edelman. “This is an endorsement of our approach to building trust and inspiring branding actions. We believe that trust drives our customers’ growth. Trust can’t be paid for, it has to be earned.”