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For World Mental Health Day, ASICS tackled the global challenge of championing movement for mental wellbeing by addressing a workplace threat hiding in plain sight: the danger that prolonged desk work poses to mental health.
To warn the world about this workplace threat of uninterrupted desk work, the campaign created the world’s first employment clause for movement, then launched with a PSA from the world’s scariest boss and most unlikely mental health advocate, Brian Cox. All of this was supported by Dr. Brendon Stubbs’ global study that proved the impact of a 15-minute move break on mental health. The result was a viral juggernaut that generated an earned media reach of 2.3B with 50M+ views of the Desk Break PSA and 1.2M+ Desk Breaks taken, while inspiring support from the Director General of the WHO and competitors alike. The Desk Break campaign won a Silver Lions at the 2025 Cannes Lions Awards.
