Exercise on the mind: ASICS reinforces the mind and body connection with new work for the Mind for Movement Programme
ASICS' Movement for Mind
ASICS founder Kihachiro Onitsuka recognised the mental health benefits of exercise in young people in post-war Japan, and ASICS global positioning statement 'sound mind, sound body' has been at the heart of the brand since its inception in 1949.
This month ASICS launched Movement for Mind, a simple programme to get people moving and help their physical and mental wellbeing.
To kick-start this programme, Neil A. Dawson & Company created trainers in a blister pack for medication to illustrate—with subtlety and impact—the 'sound mind, sound body' concept.
To continue this campaign, ASICS have now launched a new treatment of the concept—showing a brain scan with trainers representing the brain—again, reinforcing the message of how the mind and body are interconnected.
"This has been a joy to work on,” said Neil Dawson. “It’s not often a brand has such a simple and powerful philosophy at its heart. While other brands strive to work out how they can be a force for good, ASICS has it in its DNA. We wanted to find a simple, visual solution that works from outdoor to online to announce ASICS Movement for Mind."
Credits
Clients: Caroline Fisher / Gary Raucher
Creative Director: Neil A Dawson
Copywriter: Clive Pickering
Art Director: Mike Watson
Photographer: Mark (Wes) Wesley
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