Keith Schleiger, the frontman of Aussie TV show The Block and new sportswear brand endorser, heads a country-specific strand of ASICS global ‘Live Uplifted’ campaign which encourages Aussies to get moving
The campaign, created with agency Lampoon Group, sees the nation’s favourite reality renovation show foreman (widely known as ‘The Blockinator’) seek to encourage his countrymen and women to move more by swapping his work boots for a fresh pair of trainers. The famously grumpy, yet goodhearted foreman is put through his paces to transform both his physical fitness and his mental wellbeing through an ASICS training programme which involved 30 minutes of daily activity.
The campaign was spearheaded by a hero film which features the brand’s latest GEL-NIMBUS 24 – a ‘neutral running shoe that offers advanced impact protection for distance training and creates a softer landing in every step’ – which which was titled ‘ASICS Live Uplifted: Keith Schleiger of The Block’.
The spot dropped on 15 May and showcased the star’s ‘Live Uplifted’ journey and it was supported by additional product promotional content across the brand’s country social media channels.
Stability, protection, enhanced visibility. The GEL-KAYANO™ 28 LITE-SHOW has all you need to keep running after the sun goes down. #ASICSLITESHOW #LiveUplifted
Shop now: https://t.co/v21F6FKeP2 pic.twitter.com/Mf3LAc24WK
— ASICS Australia (@ASICSaustralia) May 9, 2022
The initiative saw the TV star seek to uplift Australians and encourage them to make time to move daily. To commit to his own daily movement regime, he set himself a fitness goal to participate in the 5km fun run in the ‘2022 Run Melbourne’ event in July 2022.
The campaign also invites viewers and all Australians to ‘join Keith in participating in Run Melbourne on 24 July 2022 and encourages them to register here.
Interestingly, Schleiger found that just 15 minutes of movement led to an improved state of mind: a revelation that echoes the findings of the recent ASICS’ Mind Race’ study which established it takes just a quarter of an hour to lift your mood. This piece of international research from 16 key ASICS markets found that Australia ranked only 12 out of 16 for mental wellbeing and that it also ranked 13 out of 16 for physical activity with average Australians exercising less than 30 minutes per day.
The same study also found that Baby Boomers were actually more active that Gen X, Millennials and Gen Z.
“As a foreman, it can be easy to forget about moving your body in a way that doesn’t involve work. Being able to get outside and move for myself in a way that helps both my body and my mind has changed the way I approach fitness,” commented Schleiger. “It’s not about being the strongest or most athletic, it’s about uplifting your mind. I want to encourage all Australians to get outside and get moving, it only takes 15 mins and 9 seconds of exercise to turn a foul mood into a smile.”
ASICS Oceana Managing Director Mark Brunton added: “ASICS was thrilled to work with Keith Schleiger on the Live Uplifted campaign. Keith exemplifies the many hardworking Aussies that place their work and family responsibilities ahead of taking care of themselves. It’s great to see Keith’s shift in mindset after training with ASICS and the positive impact this had on his mental wellbeing, work and family life.”
The campaign was created for client ASICS’s General Manager (Marketing) Simone Bushnell by a team at creative agency Lampoon Group which was led by CEO Josh White, Project Manager Jessica Telford, Producer and Director Vanessa Green, Editor Gene Marsh, Talent and Partnerships Manager Millie Dawson and Public Relations Manager Caitlin Hopkins.
Comment
The global ASICS ‘Live Uplifted’ campaign, which launched at the start of April, was conceived to inspire people around the world to prioritise movement, not just for fitness, but for mental health.
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