Client: ASICS
On World Mental Health Day, ASICS challenged a booming global industry with a disruptive truth: 15 minutes of movement delivers greater, longer-lasting mental uplift than a week at a wellness retreat. At a time when “wellness” had become synonymous with expensive, exclusive escapes, ASICS set out to reclaim it as something immediate, accessible and proven. Backed by a global study of 11,000 people and a live Everyday Escape trial, the brand reframed wellbeing around what it has always stood for: everyday movement. To deliver the message in a culturally relevant way, ASICS enlisted actor and writer Natasha Rothwell, using humour, satire and scientific credibility to position simple movement as the most effective path to wellbeing, available to everyone.
