As more businesses pull staff back into the office full-time post-pandemic, ASICS’ latest campaign is inspired by the findings from its recent study State of Mind, which highlighted that our mental state starts to decline after just two hours of continuous desk-based working.

Ahead of World Mental Health Day on October 10, the sports brand has launched The Desk Break Clause – an employment contract clause that gives workers the legal right to additional 15-minute movement breaks during their working day.

To bring the campaign’s message to life, the brand recruited Succession star Brian Cox – otherwise known as famously dictatorial media mogul Logan Roy – to rally employees behind the real threat to our mental health in the workplace: the desk.

Led by the brand’s agency partner Golin, the PSA-style campaign film sees Cox deliver a rousing speech to employees while decked out in a fit clearly inspired by WFH culture.

“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,” says Golin CCO Al Wood. “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.”

The integrated campaign’s wider roll out includes tactical OOH in office spaces directing workers to engage their bosses on the contract clause (following the example of the ASICS UK team) and HR and workplace influencers encouraging their followers to take a #DeskBreak.

The sentiment behind the campaign also resonates with ASICS’ long held brand values. Speaking to CR last year, the sports brand’s head of product, marketing and merchandising Gary Raucher said: “Our purpose remains to help people achieve a sound mind in a sound body, and it is perhaps more relevant today than ever before.”

Credits:
Agency: Golin London
CCO: Alex Wood
Creative Director: Elliot Riordan
Production Studio: Kode
Director: Peter Franklyn Banks
1st AD: Sarah Jones
DOP: Jamie D Ramsey
Production Designer: Dave Arrowsmith
Art Director: Phil Barratt