Highly Commended
Mind Race
Summary of work
We have become inured to the barrage of messages extolling the benefits of exercise for both our bodies and our minds and we no longer truly ’hear’ them. We know exercise is good for our mental and physical health, but the constant messages around this subject have started to feel like noise instead of motivation. We worked with ASICS to find a more impactful way to engage audiences on the power of exercise. Instead of promoting the positive benefits of exercise for the body, we flipped the narrative on its head to look at what happens to your mind when you don’t exercise. Working with Professor Brendon Stubbs, Senior Clinical Lecturer and Researcher in Academic Physiotherapy at King’s College, we developed the ‘Mind Race’. We recruited ‘everyday athletes’ to stop exercising and then tracked mental activity to look at the impact this had on their mental state. This first-of-its-kind experiment highlighted exactly what NOT exercising does to our minds; creating coverage and conversation in 61 markets, disrupting the global exercise and wellness conversation and measurably inspiring the world to move for mental uplift.
Judges’ comments
Golin, Virgo and Asics have produced an innovative, exciting and beautifully designed campaign. The judges thought the insights gathered were excellent and truly linked back to the execution. The production value is high and the results speak for themselves, with solid metrics and media impressions. A very strong submission.
