AGIT8 Hijacks Beauty Brand Clichés for ASICS

ASICS 2022 State of Mind Index revealed that, globally, women tend to exercise less than men and, as a result, experience a lower state of mind. At the same time, the beauty industry continues to bombard women 24/7 with endless ways to enhance looks and boost confidence.

ASICS believes there’s a better way to feel good about yourself – through movement. Their research shows that just 15 minutes of exercise offers much more than superficial, skin-deep results. It creates a physical and mental uplift that starts on the inside and shows up as a ‘glow’ on the outside.

The campaign features ‘beauty shots’ of different women, along with headlines that could be advertising the latest miracle cosmetic product, such as, ‘Lifts and brightens in a few simple steps’, ‘Proven to reduce frown lines’ and ‘Formulated to target visible signs of stress.’ But a closer look reveals that the women are slightly perspiring and wearing sports tops. And that the product being advertised is actually a running shoe (the comfortable, lightweight ASICS GEL-NIMBUS™ 25). The copy explains that ‘it takes just 15 minutes of exercise to move your mind and lift your mood’. 

A call-to-action drives viewers to the ASICS Mind Uplifter™ app, which uses cutting-edge face-mapping technology to measure your state of mind before and after exercise, giving you a quantifiable measure of the uplift and helping to drive home the message of the campaign.

Created and produced by London-based creative agency AGIT8, and building on the brand’s ‘Sound Mind, Sound Body’ philosophy, the campaign ran in prime outdoor locations, directly engaging with millions of ASICS’ target audience in a captive environment, as well as in print and online media. 

AGIT8 founder and creative director Gerry Human said, “The Underground is especially great for connecting with people in a reflective moment, often off their phones and devices, just waiting for a train. ‘Beautiful Minds’ catches them off-guard, challenges the norms and will hopefully make them smile – inside and out.”

Gary Raucher, executive vice president at ASICS, said, “At ASICS, our five letters have meaning. ASICS is an acronym for the Latin, ‘Anima Sana In Corpore Sano’ or a Sound Mind in a Sound Body. We’ve always believed in the benefit of exercise, not just on the body, but also on the mind. And in today’s society, we know the uplifting power of exercise is needed more than ever.”

AGIT8 was appointed as a global agency partner for ASICS in 2021, working on seasonal marketing campaigns and regional, pan-European activations.

#ASICS  #SoundMindSoundBody  #MindUplifter