Client: ASICS
Weight loss fixation and searches for ‘weight loss exercises’ were up by 552% in the last year. It’s clear our obsession with exercising to lose weight has overshadowed the mind-body connection ASICS promotes. In response, ASICS created an alternative “weight loss” message, working with influencers to disrupt the channels where people were being bombarded with content about how to lose weight. We hijacked social feeds and Google Search with a trojan horse – 15 Minute Weight Loss content – but celebrating the weight just 15 minutes of movement can take off your mind.
