Mental health is no joke and, when it comes to body positivity, influencer campaigns can be a source of anxiety for many. ASICS wanted to support their audience with a unique campaign that lives up to the company name – Anima Sana In Corpore Sano: a healthy mind in a healthy body. The campaign subverted expectations of the traditional before and after photo transformation on social media, with a refreshing take on the impact of exercise on the mind as well as the body. Influencers and reality TV personalities converged their posting to hit Mental Health Day with a strong mind-positive message. The campaign not only succeeded in paid media, organic conversation and shifting key ASICS business metrics but also received national coverage, including on Sky News. This was truly a campaign to be proud of!