The Everyday Escape
Golin
Client: ASICS
ASICS saw an opportunity to reframe wellness, as the brand championing everyday exercise proven to transport you to a happier place. And deliver more lasting benefits than a week at a wellness retreat. Our global study of 11,000 people plus Everyday Escape experiment, led by Dr Brendon Stubbs of King's College London, revealed that just 15 minutes of movement delivers a 21% greater uplift in mental wellbeing than a wellness holiday. No flights, hefty price tags, or treatments required. We had the proof, now we needed people to listen. We enlisted actor Natasha Rothwell - famous for her role as a spa manager in The White Lotus – to create a spoof luxury wellness retreat hero film, complete with ocean vistas and whispered affirmations. Natasha breaks character to reveal the truth: your real escape isn't in a luxury retreat, but in everyday movement. Accessible and affordable for all. Launched on World Mental Health Day, the campaign took an earned-first approach – a teaser speculation peaked interested followed by a hero film reveal, news story, influencer seeding, retail and creator events, employee engagement and global activation across 20+ markets - reinforcing ASICS' philosophy that when you move your body, you move your mind. All inspiring millions of Everyday Escapes.