ASICS: Dramatic transformation

ASICS, a Japanese sportswear manufacturer, increased conversations, search interest and reach by showing that not all exercise benefits are visible.

Overview

Exercise culture has become about getting the perfect body, with a significant mental health impact on millions. To challenge society's focus on exercising purely for aesthetic transformation and highlight the immediate mental transformation it delivers, ASICS' hijacked the demotivating 'before/after' exercise transformation photo trend on World mental health day 2022 across the UK, Germany, Sweden and the Netherlands. Working with celebrity ambassadors to release #DramaticTransformation photos... without any physical transformation.

Following uproar at the lack of any perceived change, ASICS revealed the images celebrated the invisible mental transformation from a small amount of exercise. Provoking a wave of public...

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