Situation: ASICS stands for Anima Sana in Corpere Sano - A sound mind in a sound body. It is their founding principle.

Brief: Create a brand piece for ASICS. An idea that has their founding principle at its heart but comes at it from a new, unexpected and intriguing angle. An idea that would appeal and entertain a global audience

Objective: To initiate a global conversation about how exercise benefits not just the body but the mind too.

We wanted to PROVE that exercise benefits mind as well as body.

So, we conducted a ground-breaking experiment with over 70 'Mind Gamers' to provide some hard data.

These gamers compete in E Sports, Chess, Mahjong & Memory Sports. We put them through a 16 week exercise programme to show how exercise would boost their mental abilities.

We then featured just 4 of these gamers in our documentary. We followed them before, during and after their exercise programme.

The insight is the brand's founding principle so to follow the stories of our four gamers through this experiment amplifies the brand message.

This message delivered through human stories brings warmth, emotion and humanity. A message that resonates and will be remembered.

Everyone knows exercise is good for ones physical wellbeing.

It is not common knowledge around the world that exercise benefits ones mental health too.

Gamers are seen as communities that live fairly sedentary lives so there was a really nice tension there - Could moving more help you compete when you're sitting at a screen or chess board?

By featuring different games we were able to connect with the different gamer communities around the world.

Results (First two months of a two year campaign):

Reach: 3.2 Billion

Engagement: 70 million trailer views. Over 2 million minutes streamed.

Impact: 97% share of voice for 'mind' related articles.

Brand perception: Too early to tell. Changing attitude to life and life-long attitudes that takes more time to change and measure.

Change in behaviour: Too early to measure but the early signs are extremely positive.

Achievement against objectives: 80% over intended target at this time.