The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Integrated PR Campaign
Annual ID
OS23_PR078M
About the Work
ASICS stands for 'Anima Sana In Corpore Sano' meaning ‘A Sound Mind in a Sound Body’. In 2022, the connection between physical movement and mental health faced its greatest challenge, with exercise culture increasingly becoming about getting the perfect body – with a focus on extreme physical transformations - while the subtle mental health benefits of movement were overlooked.
This issue was most evident in the flood of ‘before and after’ transformation pictures on social media – all suggesting exercise isn’t valid unless you’re changing your appearance. The trend was having a huge negative impact, with ASICS research showing 53 per cent of people feel insecure about their bodies after seeing them, while 73 per cent believe society's obsession with the perfect body is damaging mental health.
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 by photographing celebrity ambassadors before and after 15 mins and 9 seconds of movement – the minimum amount of time proven to uplift One’s mind.
Four days before World Mental Health Day, across the UK, Germany, Sweden and the Netherlands, talent shared their #dramatictransformation images on social – provoking a cultural reaction at the absence of extreme physical transformation. The world’s confusion and mockery proving how one dimensional culture’s view of exercise had become.
Following the uproar, on World Mental Health Day, ASICS revealed the images celebrated the invisible mental transformation from a small amount of exercise – with coverage and conversation sparking a wave of public support that changed the face of the #dramatictransformation exercise hashtag and ASICS’ reputation across 20 markets.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Golin / London
Executive Creative Director
Alex Wood
Account Director
Hannah Giles
Associate Creative Director
Elliot Riordan
Account Lead
Alicia Mellish
Communications Director, EMEA
Caroline Fisher
EVP, Head of Product, Marketing, Merchandising
Gary Raucher
Influencer Lead
Jessie May Brooks
Senior Associate
Amy Paton
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