ASICS - Beautiful Minds

ASICS 2022 State of Mind Study 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 showed 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.

Engaging with millions of ASICS’ target audience in captive outdoor environments as well as in print and online media, this thought-provoking UK campaign hijacked beauty category clichés and imitated stereotypical beauty ads to highlight the surprising fact that just 15 minutes of exercise lifts body AND mind.