Tag: Creative campaign

India – Duolingo, in partnership with creative agency Talented, has unveiled a vibrant new campaign steeped in Tamil pop culture, marking the launch of its latest language-learning course, ‘Learn English from Tamil.’

The campaign introduces ‘English Vaathi Duo,’ inspired by ‘Vaathi,’ the Tamil word for teacher, and filled with the style, energy, and charm of Tamil cinema. By embodying Kollywood’s mass-entry flair and adopting a nickname that reflects Tamil Nadu’s love for creative monikers, the campaign blends Duolingo’s global appeal with local cultural pride.

Duolingo and Talented tapped into iconic pop culture moments, featuring vibrant dance sequences, catchy kuthu beats, and larger-than-life theatrics to breathe life into the campaign. The result is a seamless fusion of Duo’s playful, persistent charm with the dazzling spectacle of Tamil Nadu’s superstar-driven culture.

Karandeep Singh Kapany, regional marketing director at Duolingo India, said, “Localisation lies at the heart of our mission to make language learning accessible and relevant for everyone. With the ‘Learn English from Tamil’ course, we’re excited to offer Tamil speakers an opportunity to learn English in a way that feels culturally resonant and engaging. India’s linguistic diversity inspires us to create courses that reflect the unique needs of our users, and this launch is another step in our journey to empower learners across the country.” 

Abhishek and Nikhil Unni, brand strategy and creatives at Talented, also shared, “In Tamil Nadu, earning a moniker isn’t just about a name—it’s a rite of passage. It signifies a connection with the people, an acceptance into the cultural fabric of this vibrant state.” 

“With ‘English Vaathi Duo,’ we wanted to create a moniker that not only reflects Duo’s role as a teacher but also becomes a natural extension of Tamil Nadu’s pop culture landscape. This campaign was the result of a true meeting of minds between the brand, production, and agency teams, moving in lockstep to every stage with a shared excitement, trust, and unwavering commitment to the idea,” they added. 

The launch of the Tamil language learning course marks Duolingo’s fourth addition to its series of free, engaging, and culturally resonant English lessons taught in regional languages, following Hindi, Bengali, and Telugu.

“Duo, a mascot with a global mass appeal and an outrageous brand of humour, gave us the perfect canvas to reimagine his personality through the lens of Tamil cinema’s flair and energy. Exploring this superstar flavour for the campaign was not just a fun creative challenge but an incredibly rewarding experience that allowed us to celebrate the best of both worlds,” Abhishek Jayakrishnan and Naveen Cano, directors and co-founders at Out of Syllabus Productions, said. 

India – To spotlight its dedication to sustainability, Britannia has teamed up with creative agency Talented for a unique campaign where nature takes centre stage, shaping the brand’s outdoor advertising in a new way.

Titled ‘Nature Shapes Britannia,’ the out-of-home (OOH) campaign features billboards that physically conform to the shape of nearby trees, creating a powerful visual and metaphorical statement about how one of India’s largest organisations adapts to nature, rather than forcing nature to adapt to it.

Each of Britannia’s billboards is paired with a message highlighting the brand’s sustainability efforts across key areas, including plastic neutrality, waste management, circular economy, water stewardship, and energy management. The surrounding trees dictate the design and typography, causing the brand name to bend, curve, or compress based on their shape. 

For Britannia, this approach to the campaign reflects the flexible, adaptive mindset that large brands must adopt to drive real progress in sustainability.

Amit Doshi, chief marketing officer at Britannia, shared, “Britannia has been committed to being a sustainable organisation with a deep commitment towards its strategic ESG pillars. Through the years, we’ve learnt that sustainability needs a conscious, adaptive, flexible approach. This initiative is an embodiment of this flexible approach, with nature shaping ‘Britannia,’ quite literally. The team ensured even the material used for the hoardings was 100% cotton and biodegradable, ensuring we stay committed to the cause we are delivering.” 

The campaign’s creative agency, Talented, collaborated with multiple media partners to execute a unique strategy that defied the usual billboard selection process. Since media agencies don’t maintain data on billboards partially covered by trees in major Indian cities, the team also conducted on-ground surveys to handpick suitable locations.

Speaking on the campaign, Aabhaas Shreshtha, founding member and creative at Talented, explained, “Nature shapes Britannia, and so it was natural for us to want nature to shape its advertising as well. And so began our mission to find ‘rare trees with billboards right next to them.’ After a long and rigorous recce-ing with our media partners, we studied the contours of each tree, understood its growth and coverage, and designed around them. Large-scale sustainability charters are extremely consequential in the bigger picture but can feel distant. By partnering with nature around us to tell the story, Britannia is bridging that gap.” 

Sonia Lal, partner at Coral Media, added, “We were pleasantly surprised when we were briefed on the current campaign ask and honestly feel incredibly proud to support Britannia’s initiative, which is not just a wonderful way to show the impact of the brand’s sustainability initiatives but also a signal from one of the country’s long-standing advertisers to other advertisers and media owners to think differently. Not everything great must come at the cost of nature.” 

The ‘Nature Shapes Britannia’ OOH campaign launched across four cities—Hyderabad, Kolkata, Meerut, and Pune—in collaboration with various tree species, including Nag Kesar, Aam, Neem, and Peepal.

Thailand – Club 21 Thailand, a distributor of luxury fashion brands, has teamed up with BBDO Bangkok to unveil its first-ever mass communication campaign, ‘Salute the Detail.’ This bold campaign celebrates the craftsmanship of iconic brands and invites a wider audience to connect with Club 21’s unique style philosophy.

The Salute the Detail campaign not only captures the essence of Club 21 but also brings together iconic brands renowned for their meticulous attention to detail, catering to the diverse styles and preferences of its discerning customers.

As part of the campaign, BBDO Bangkok created three captivating short films—Liar vs. Liar—Club 21, Mad Lover vs. Mad Lover—Club 21, and No Manner Person vs. No Manner Person—Club 21. Each film invites viewers to interpret the narratives through their own perspectives, exploring the concept of ‘similarity with a twist in the detail.’

Directed by Cannes Lions-winning filmmaker Wuthisak Anakkaporn, the campaign’s three films artfully capture its essence with the line, “We can’t change your behaviour, but we can change how you look.” This thought-provoking message encapsulates his vision for the campaign, blending intelligence with impact.

The films, infused with poetic language, are crafted to engage and resonate effortlessly with Thai audiences. Each opens with two actors—portraying the same character—who reveal familiar traits yet distinguish themselves through a refined sense of style. 

Through this campaign, Club 21 Thailand seeks to broaden its customer base while nurturing its strong connection with loyal clientele. As the distributor of some of the world’s most iconic fashion labels—such as 3.1 Phillip Lim, Acne Studios, Alexander Wang, COMME des GARÇONS, Issey Miyake, Jacquemus, JW Anderson, Maison Margiela, Mulberry, PH5, Rick Owens, Sacai, Stella McCartney, Thom Browne, and more—Club 21 Thailand continues to champion unique style and meticulous craftsmanship.

Sopavadee Bejrajati, marketing director at Club 21 (Thailand), commented, “This campaign is a brave new step for Club 21 as we embark on mass communication in Thailand for the first time. Our business strategy aims to reach new customers while connecting authentically with our existing base. It is essential for this campaign to reflect the identity and essence of Club 21 perfectly. We have curated a collection of premium brands that stand out in their details and uniqueness, all in one place, to meet every need and express individual style.”

Meanwhile, Thasorn Boonyanate, chief creative officer of BBDO Bangkok, shared, “This project is one of the most exciting I’ve ever worked on. It celebrates the beauty in details, turning the smallest elements into captivating highlights.”

Indonesia – In response to the pressing issue of skin tone bias in smartphone imaging, TECNO has unveiled its latest initiative, the ‘#ToneProud campaign,’ which seeks to celebrate and promote the rich diversity of human skin tones.

Created with McCann Worldgroup China and Singapore, TECNO’s campaign seeks to raise awareness of skin tone diversity, advocating for imaging technologies to be free from bias and ensuring that every skin tone receives fair representation as an essential facet of human diversity.

As part of its #ToneProud campaign, TECNO released a film featuring global celebrities of diverse skin tones, including Indonesian singer-songwriter Anggun, Saudi filmmaker and actress Fatima Al-Banawi, Nigerian singer-songwriter Johnny Drille, and Polish actress Ewa Kępys.

The film, released to launch the #ToneProud campaign, explores the theme of embracing one’s skin tone, featuring celebrities sharing their experiences of misrepresentation and expressing their belief that technology should accurately reflect diverse skin tones and true colours.

“I think, sometimes, you just need to be reminded that we’re all individuals and we’re all beautiful in our own way. If the technology helps us, which is the approach of TECNO phones, it makes it easier to break barriers and change people’s perception, change mentality,” Anggun shared. 

TECNO also introduced its unique 268 skin tone database, assigning specific colour codes to various skin tones through scientific classification. This initiative not only addresses biases in skin tone colour restoration and enhances the accuracy of its Universal Tone technology for fair representation, but also empowers consumers to appreciate and take pride in the diversity of skin tones worldwide.

The 268 skin tone patches represent a significant advancement in TECNO’s global research project, forming the foundation of an inclusive mobile imaging colour card that sets a new benchmark for multi-skin tone imaging. The continually expanding resource has been developed with colour science experts from leading global universities, enabling TECNO Universal Tone’s algorithms to accurately detect, analyse, and render skin tones, ensuring everyone is truly seen.

TECNO’s skin tone database responds to a 2018 MIT and Stanford study that uncovered skin-type bias in some commercial AI systems, a significant concern in today’s AI-driven imaging landscape.

“Knowing that there are 268 skin tone patches alone is a testament to individuality. In a world that tries to box us into narrow categories, it’s a small but profound way of saying you’re unique. So be proud and tell your story,” says Johnny Drille.

“What TECNO is doing with its Universal Tone feature is significantly crucial at this stage because this technology will set the foundations for an inclusive society,” emphasised Fatima Al-Banawi. 

To launch the #ToneProud campaign, TECNO invites consumers worldwide to celebrate skin tone diversity and take pride in their own skin tones. Users can discover their unique skin tone code at 268toneproud.com, a tool that leverages TECNO’s inclusive 268 skin tone patches to promote awareness of human diversity.

By gaining a deeper understanding of their skin tones, consumers can join the conversation by sharing their portraits and skin tone codes on Instagram with the hashtags #ToneProud, #UniversalTone, and #TECNO. This collective effort sends a powerful message encouraging everyone to take pride in their unique skin tones.

“Over many years, TECNO has attached great importance to consumer research, and so we understand that skin tone misrepresentation (and under-representation) is an issue of real significance for our consumers, especially in the emerging markets,” said Jack Guo, general manager of TECNO. 

“Through the #ToneProud campaign, we are standing with consumers, especially the misrepresented or under-represented consumers, to make the case for greater inclusivity, while at the same time continuing to heavily invest in imaging R&D to innovate technologies to make a real impact on this problem,” Guo added. 

“I am incredibly proud to work on a campaign that not only celebrates diversity but also honours the beauty inherent in every skin tone. Changing the narrative takes everyone’s sustained effort and we hope with the voices of people from all regions, every tone of humankind will be celebrated. And now with your own skin code, you can play your part to share it with the world and let your beauty be recognised too,” commented Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific.

Hong Kong – In a dynamic continuation of the ‘Keep Up’ campaign, Hong Kong Science and Technology Parks Corporation (HKSTP) has joined forces with Grey Hong Kong to unveil ‘IYKYK’ (If YOU KNOW, YOU KNOW), an engaging event that invites the public to experience firsthand the remarkable innovations cultivated by HKSTP.

HKSTP’s ‘Keep Up’ global campaign bridges public awareness with the groundbreaking achievements of Hong Kong’s innovation and technology (I&T) ecosystem. It highlights world-first innovations developed by HKSTP and its companies, showcasing their global impact. More than just raising awareness, ‘Keep Up’ encourages everyone to stay at the forefront of technological advancements and commit to driving global change.

Building on this momentum, IYKYK takes this a step further by inviting audiences to experience these innovations firsthand, aiming to spark curiosity and engagement. With its launch, the public can directly interact with the groundbreaking advancements on display, further enhancing their understanding of the I&T landscape.

If ‘Keep Up’ focused on inspiring awareness, IYKYK is all about immersing audiences in these breakthroughs firsthand.

IYKYK will showcase a series of life-size unicorns crafted in collaboration with local and international artists, celebrating the remarkable milestones achieved by these companies. Visitors can also enjoy the virtual rollercoaster, INNOMOVER VR, and test their skills with FUN FETCH, a digital claw machine that provides a playful and immersive glimpse into how HKSTP is pushing the boundaries of innovation. 

These interactive experiences build on the world-firsts introduced in Keep Up, now brought to life for public engagement. IYKYK marks a milestone for Hong Kong’s entrepreneurial scene, blending curiosity with cutting-edge technology to inspire the next generation. HKSTP and Grey Hong Kong hope that visitors will leave with a fresh sense of possibility as tech becomes an interactive, playful, and immersive experience.

“We are proud to strengthen our partnership with HKSTP, building on the success of Keep Up and expanding into IYKYK. It’s an honour to be part of this journey. The combination of creativity and technology is something we work with every day at Grey Hong Kong,” said Duffy Lau, managing director at Grey Hong Kong.

“HKSTP has nurtured a culture that blends innovation with curiosity, and Grey Hong Kong is proud to support them once again in getting more people in Hong Kong and the world more engaged. We want to capture attention and invite future generations to get in the know together with us,” added Rick Kwan, creative partner at Grey Hong Kong.

Since 2022, Grey Hong Kong has launched four HKSTP projects: ‘Different Altogether,’ highlighting Hong Kong as a leading I&T hub; ‘Innovation Starts Here,’ celebrating 20 years of impact; ‘Taking Great to Greater,’ focused on growth in the Greater Bay Area; and ‘Keep Up,’ encouraging audiences to embrace technological advancements. Now, ‘IYKYK’ marks Grey’s fifth consecutive success, further showcasing HKSTP’s innovations.

Thailand – Tra Mongkut, a Thai fertiliser brand, has teamed up with VML Thailand and upcycling expert Sackitem to launch an innovative campaign that turns used fertiliser bags into a stylish, functional streetwear collection tailored for the agricultural community.

Titled ‘AFF: ALL FOR FARMERS,’ this farmer-focused fashion campaign highlights the impact of creativity and purpose-driven marketing. By transforming Tra Mongkut’s 18-8-8 fertiliser bags into a stylish and practical collection, it demonstrates that sustainability can seamlessly merge with modern design.

The upcycled streetwear collection features functional and stylish pieces tailored for farmers. The AFF Bag is a spacious yet lightweight crossbody bag with multiple compartments and secure zipper pockets for heavy loads. The AFF Hat offers sun and rain protection, complete with ventilation and pockets for tools. The AFF Vest is a brightly coloured utility vest designed for visibility and functionality, while the adjustable AFF Apron includes pockets for various tasks, ensuring a secure fit for all sizes.

Prasert Maekwatana, chairman of the executive board and acting managing director for Terragro Fertiliser Co., Ltd., emphasised that the initiative goes beyond fashion; it aims to celebrate and support the backbone of Thailand’s economy.

“Thai farmers are vital to the agricultural sector and serve as the backbone of our nation. Tra Mongkut is committed to providing creative solutions that uplift and empower these essential contributors. And our previous initiatives, like the ‘Shelter Signboard’ campaign and the ‘Lifecover Loincloth’ have demonstrated our commitment, winning international acclaim while significantly benefiting farmers,” Maekwatana shared. 

Chatchai Butsabakorn, executive creative director at VML Thailand, added, “For the ‘AFF: ALL FOR FARMERS’ initiative, we worked closely with Sackitem from concept development through to production. Our primary focus is on delivering tangible benefits to farmers, ensuring our designs meet their practical needs. The outcome is a range of essential tools suitable for all agricultural practices and versatile enough for daily use—from market trips to family outings.” 

All of ‘AFF: ALL FOR FARMERS’ collection pieces are available for purchase worldwide on platforms such as Shopee, Lazada, and TikTok Shop, making sustainable style easily accessible to a global audience.

Malaysia – Carlsberg Smooth Draught has unveiled its latest ‘Raikan Kebanggaan Sabah & Sarawak’ (Celebrate Sabah & Sarawak Pride) campaign, honouring the rich heritage of Borneo by teaming up with iconic local figures and introducing immersive new experiences and limited artist-edition cans.

For the campaign, Carlsberg enlisted local icons—Sarawak’s Olympic diver Pandelela Rinong, Sabah’s K-Pop star Isaac Voo, and Miss Universe Malaysia 2020, Francisca Luhong, now a model and TV host. These local heroes, who have achieved historic milestones and represented Malaysia globally, embody the rich culture and pride of Sabah and Sarawak.

By partnering with these inspiring personalities, Carlsberg Smooth Draught seeks to honour the creativity, resilience, and spirit of Sabah and Sarawak, proudly represented by launching exclusive artist-edition cans.

The Raikan Kebanggaan Sabah & Sarawak artist edition cans pay tribute to Borneo’s celebrated icons, inspiring Sabahans and Sarawakians to embrace their heritage.

Carlsberg has also released a series of short videos highlighting the stories of each local icon, which are available on Carlsberg Malaysia’s official Instagram account.

From L to R: Olympic diver Pandelela Rinong, K-Pop star Isaac Voo, and Miss Universe Malaysia 2020 Francisca Luhong

“When I think of Sarawak, the word peace comes to mind—it is similar to the kind of feeling I get from being near the waters. Growing up, I was surrounded by people from all walks of life who have inspired and encouraged me to turn my love for diving into something greater. Through my achievements, I hope to inspire everyone to celebrate our unique heritage,” Rinong shared. 

Voo also expressed, “As a Sabahan, I’ve always appreciated the love we share for music and dance, which has played a huge role in my success as a K-POP idol. I hope to inspire others just as my community has inspired me.”

“Sometimes you don’t realise how much heritage impacts your life. I never would have thought it would bring me to one of my biggest life milestones. It’s a big part of our culture to dance and to celebrate. So, whenever my community celebrates my wins together with me, I feel an immense sense of pride for making my community proud,” Luhong added. 

As part of the campaign, Carlsberg also introduced two unique Instagram filters—one for Sabah and one for Sarawak—that unlock an immersive AR experience showcasing iconic Bornean symbols. Users can scan any Carlsberg Smooth Draught can to explore features like the Hornbill, Orangutan, traditional Longhouse, classical Sape, rare Rafflesia, and the majestic Mount Kinabalu.

Philippines – Kintab Toothtabs, along with the Marine Wildlife Watch of the Philippines (MWWP) and BBDO Guerrero, has unveiled a campaign aimed at raising awareness of the environmental dangers associated with plastic toothpaste tubes, particularly their impact on marine wildlife.

The campaign, titled “The Killer Smile,” showcases three powerful visuals featuring iconic marine animals—a dolphin, a whale, and a polar bear. Each striking image portrays these creatures made from toothpaste, dramatically positioned atop a toothbrush, symbolising the deadly impact of plastic waste on marine life.

Created by the BBDO Guerrero team, these visuals highlight the harmful impact of our daily oral healthcare habits on marine wildlife, particularly when plastic waste is discarded irresponsibly.

As part of the campaign, Kintab also introduced a specially designed toothpaste box that features two variants of its toothpaste tablets—Blizzard and Herbed—alongside a bamboo toothbrush for a fully sustainable brushing experience. The packaging, made to connect with consumers visually, includes informative text about the threats posed by plastic to marine wildlife, emphasising that the solution lies within the box itself.

Guilian Sencio, CEO and co-founder of Kintab, expressed, “The Killer Smile is an eye-opening reminder that even the smallest daily habits, like brushing our teeth, have an environmental impact. It’s vital that we make the switch to more sustainable alternatives like Kintab to help protect our oceans and wildlife for future generations.”

The campaign was launched last September at a symposium in BGC, Taguig, in conjunction with Maritime and Archipelagic Nation Awareness Month (MANA Mo), reminding Filipinos of their deep connection to the sea. 

Dr. AA Yaptinchay, the executive director of Marine Wildlife Watch of the Philippines, said, “Single-use plastics, including the packaging of everyday items like toothpaste, aside from their obvious direct effect when it chokes an animal and smothers its habitat, can break down into microplastics, which are highly toxic to marine wildlife when ingested and can lead to illness and death. It’s crucial that we become mindful of the impact our everyday actions have on the environment, as every piece of plastic that ends up in the ocean threatens the health of our marine ecosystems.”

Meanwhile, Alexandra Lopez, associate creative director of BBDO Guerrero, shared, “Creativity can inspire positive change. Through powerful visuals, we’re not only raising awareness but also sparking a conversation about how our actions, no matter how small, can have a significant impact on the world around us.”

Hong Kong – Pantene China teams up with Grey Hong Kong to launch a campaign blending modern hair care with the ancient Chinese art of hair embroidery, showcasing the restorative power of Pantene’s 3 Minute Miracle conditioner on even the most damaged hair. 

Hair embroidery, a revered art form recognised as an intangible cultural heritage, requires hair with exceptional elasticity, resilience, softness, smoothness, and shine and is traditionally a time-consuming process.

In this campaign, Pantene and Grey Hong Kong collaborated with master artist Zhou Yinghua to create an embroidery piece using damaged hair restored by Pantene’s 3 Minute Miracle conditioner. The goal is to demonstrate that even severely chemically treated hair can be revitalised to meet the rigorous standards of traditional hair embroidery.

Zhou Yinghua’s piece, titled ‘Court Ladies Adorning Their Hair with Flowers’, embodies Pantene’s commitment to making the impossible possible. By revitalising damaged hair to such an exceptional standard, Pantene not only restores hair but also rejuvenates an ancient craft, merging heritage with innovation.

In a gesture to share this significant artwork with the public, Pantene donated the hair-embroidered piece to the China Embroidery Art Museum, ensuring the legacy of the Pantene miracle endures.

The campaign features a launch video that highlights Pantene’s transformative power. Behind-the-scenes content reveals the detailed hair restoration and embroidery processes, giving audiences an intimate look at the artistry involved. Influencers and beauty enthusiasts are sharing their experiences, further amplifying the campaign’s empowering message.

Joe Yue, creative partner at Grey Hong Kong, explained, “While hair repair is a product feature, it’s the emotional connection with women and the cultural significance that truly makes miracles happen.” 

Lizzy Luan, brand director of Pantene China, added, “With Pantene’s innovative approach, we reimagine the timeless beauty of ancient figures through the radiant, strong hair of today’s women. This collaboration celebrates and preserves the enduring beauty of women across eras.”

Pantene launched the “Hair Embroidery Miracle Gift Box” on Tmall, enabling consumers to create their own hair embroidery. To celebrate, the ‘Night of Miracles’ event in Suzhou featured Liang Zhouyang, a board member of the Beijing Cultural Heritage Protection Centre, Teng Congcong of My Altay, and legendary table tennis player Ni Xia Lian, who shared their inspiring journeys, reinforcing Pantene’s message that miracles can happen.

Singapore – ASICS has unveiled a new campaign featuring actor Brian Cox, warning of the mental health risks posed by uninterrupted desk work and urging employees to take a #deskbreak to boost their well-being through movement.

As businesses bring more employees back to the office, ASICS’ campaign seeks to inspire workers to step away from their desks and prioritise their mental health through movement.

The campaign kicks off with Brian Cox portraying the world’s most intimidating boss in a Public Service Announcement (PSA), rallying office workers to confront the silent threat to their mental health—their desks. In the PSA, Cox urges employees to prioritise their well-being by taking regular desk breaks—short movement breaks during the workday—to safeguard their mental health.

Actor Brian Cox said, “I’ve played some pretty intimidating characters in my time, but who would have thought a desk could be scarier? It’s great to see ASICS try and do something about this and encourage people to support their mental health through exercise. As I say in the film, run, jump, roller skate. I don’t care. Just move for your mind.”

To further solidify their call on this campaign, ASICS introduced The Desk Break Clause—the first employment contract clause granting workers the legal right to 15-minute movement breaks beyond standard breaks. ASICS has implemented this in its UK employee contracts and made it available for other companies to adopt, urging workers to advocate for its inclusion with their bosses and HR teams.

As part of the campaign, targeted OOH placements in office spaces encourage workers to advocate for the inclusion of the #deskbreak clause in their company policies, while HR and workplace influencers rally their followers to embrace the #deskbreak initiative.

ASICS’ 360° campaign, developed by Golin, spans OOH, influencer, earned, and social channels. The global campaign will also roll out in APAC in markets including Australia, China, Japan, and Singapore. It follows their global study linking sedentary behaviour to declining mental wellbeing, revealing that just two hours of uninterrupted desk work can lower State of Mind scores and raise stress levels.

For this campaign, ASICS also undertook The Desk Break experiment, led by Dr. Brendon Stubbs of King’s College London. It revealed that adding just 15 minutes of movement to the workday improved mental wellbeing by 22.5%. After one week, participants experienced 14.7% lower stress, 33.2% higher productivity, and 28.6% better focus. They also reported feeling 33.3% more relaxed and 28.6% calmer, with 79.2% expressing greater loyalty to employers who offered regular movement breaks.

Dr. Stubbs explained, “We already know that just 15 minutes and 9 seconds of exercise can result in a meaningful improvement in people’s state of mind scores. But what surprised us was just how much it improved cognitive function and reduced stress levels for all our participants across the world. It even changed people’s perceptions of their workplace for the better.” 

On World Mental Health Day, 10 October 2024, ASICS aims to inspire office workers globally to take regular #deskbreaks, encouraging 15 minutes of movement for mental health benefits. ASICS is also inviting people to post photos of their empty desks with the hashtag #deskbreak, with each post raising funds for mental health charities worldwide.

Gary Raucher, EVP for ASICS EMEA, said, “In the lead up to World Mental Health Day, we wanted to deliver a strong message that will get people moving for their minds. The hours we spend at our desks are having a real and scary impact on our minds. And it needs to change. At ASICS, we champion the power of movement, not just on the body but also on the mind. It’s why we’re called ASICS—an acronym for the Latin ‘Anima Sana in Corpore Sano’ or ‘Sound Mind in a Sound Body’. We’re proud to be turning that purpose into action and encouraging not only our employees but the rest of the world to move their minds.” 

Al Wood, chief creative officer at Golin, added, “We loved the idea of ASICS stepping out of the exercise world to take on office culture in ways you wouldn’t expect from a sports brand. From putting the world’s scariest boss in shorts to using employment contract law to help people create change. A balance of entertainment and action to get workers away from their desk.”