ASICS #DramaticTransformation

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ASICS #DramaticTransformation
A motivational campaign for World Mental Health Day

Research shows that 'before and after' photos have a demotivating effect rather than encouraging us to go to the gym. We've given a positive twist to this photos to show that it's about how you feel and not just how you look: t's all about the mental (invisible) effects you experience from exercise.

Year 2022
Client ASICS
Purpose Thought Leadership

A week before World Mental Health Day, well-known influencers, posted their 'before and after' photo, including the hashtag #DramaticTransformation. The images showed no major physical difference. The photos provoked many reactions because there was no difference at all between the photos? On World Mental Health Day we revealed the true meaning: everyone involved shared their before and after images. Now revealing that the 'dramatic transformation' was not physical change, but rather mental.

"I like to exercise to feel fit and to clear my head, after a workout I always feel better. With this campaign, I hope to inspire others to exercise, especially for their mental health.”
Abbey Hoes
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Who worked on this project?

”We work together with a dedicated team at Het PR Bureau. A great mix of creativity and PR expertise. In close collaboration with their network in media, influencers and behind the stage, they make plans happen.”

Esther ter Braak - Brand Manager

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Vincent Hosman - Country Manager Nederland

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Joris Evers - Vice President Netflix, Head of Communications Europe, Middle East & Africa

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Wieteke van Hunnik - PR & Communications manager

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Alison Bonny - Communicatie Directeur EMEA, Spotify
Zilveren Kruis

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Walter de Reus - Brand Manager