ASICS puts human movement on the endangered list

ASICS has turned the nature documentary on humans for Human Nature, a global brand campaign narrated by Sigourney Weaver that warns modern life is slowly stripping movement from our days.

The campaign goes live ahead of World Mental Health Day.

Created by Golin Ketchum, the 10-minute film borrows the language and visual codes of wildlife conservation to observe people in their natural habitat: sofas, screens and convenience replacing the need to get up and move.

ASICS research covering 34,000 people across 31 countries found respondents spend 86% of their waking day not moving, while 53% report failing to meet recommended physical activity guidelines.

The brand has turned those findings into what it calls the world’s first Movement Conservation Status, classifying people as Active, At Risk or Endangered.

Almost one in four respondents fall into the Endangered group, exercising for less than 30 minutes a week.

It is another variation on a message ASICS has built consistently around mental wellbeing.

Last year’s 15-minute wellness escape campaign challenged luxury retreat culture, while its wider movement into a creative platform has repeatedly made small amounts of exercise the creative hook.

Gary Raucher, Global Head of Marketing at ASICS, said: “Today, as modern life quietly designs movement out of everyday life, we hope to inspire people everywhere to move for just 15 minutes.”

Al Wood, Chief Creative Officer at Golin Ketchum, added: “We’re born to move, but modern convenience culture is making us increasingly sedentary.”

The campaign was produced by Knucklehead and directed by Rob Leggatt, with media buying by Le Pub and digital builds by Born05.

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