Dramatic Transformation

Agency: Golin
Client: Asics

The ‘Before and after’ exercise transformation photos we see across social media and adverts are meant to send a positive message, but ASICS research showed that they were alienating people from exercise and damaging mental health. As a champion of mental wellness through movement, ASICS stood against this issue. Working with influencers and celebrities to share ‘before and after photos’ that celebrated the mental – not physical – #DramaticTransformation gained from exercise. From social media and gyms to lifestyle media and primetime news, the integrated campaign created huge conversation, changing attitudes and delivered commercial effectiveness for ASICS across a range of metrics.