‘’The Desk Break" — How ASICS Took Over LinkedIn (in Just 15 Minutes a Day)

Client: ASICS

ASICS leveraged World Mental Health Day to confront the cognitive strain of desk-bound work with The Desk Break, reinforcing its “Move your body, move your mind” ethos. Led by Emmy-winner Brian Cox channelling a wry corporate authority, the brand invited workplaces worldwide to pause briefly, get moving, and spark honest dialogue about mental wellbeing.

Crucially, ASICS debuted the activation on LinkedIn, meeting stressed professionals in their daily feed with platform-first creative, targeted distribution, and performance optimization. The collision of corporate hustle and mental health relevance, delivered with culturally sharp timing and thumb-stopping video, enabled ASICS to own the workplace wellness conversation. The campaign significantly outperformed all key benchmarks, driving strong lifts in awareness, preference, engagement, and conversation—setting a new bar for how a performance brand can lead mental wellness in professional spaces.