Desk Break

Client: ASICS

In 2024, as workers increasingly returned to sitting in the office, ASICS identified the desk as a danger to mental health and took on limp corporate wellness culture to inspire the world to move. Making the world’s scariest boss – Brian Cox - a mental health champion, launching the first employment contract clause for movement and creating a genuinely viral juggernaut that generated over 1.3k pieces of coverage, 931.6k organic social mentions & a 40% increase Google searches for ASICS; while inspiring support from the Director General of the WHO and our competitors alike.