No Excuses - 15 Minutes 9 Seconds

Gen Z are the least likely generation to exercise regularly, and lack of time is the barrier they cite most often. ASICS wanted its research linking physical activity to mental health to reach exactly that audience, but a sports brand telling non-exercisers to exercise risks sounding like a sales pitch. Pitch Marketing Group worked from a sharper insight: ASICS research found that just 15 minutes and 9 seconds of activity is enough to produce a mental health uplift, a number small and specific enough to dismantle the time excuse entirely.

The agency built a public service announcement fronted by TV personality Michelle Visage, who called out how Gen Z spend their time on low-value tasks and reframed 15 minutes of exercise as an achievable commitment. The PR-led film was paired with a social sharing mechanic: participants were asked to post their own exercise to raise money for the mental health charity MIND, giving people a reason beyond themselves to take part.

The construction is a clean excuse-removal play. A precise, research-derived figure reads as evidence rather than a slogan, a familiar face lets the message land as public benefit, and a charity beneficiary gives the ask social weight. That said, everything known about the campaign comes from Pitch Marketing Group's own account, which itself states that no specific performance metrics were reported. Launch date, market, platforms, reach, participation and funds raised for MIND are all undisclosed, so the work should be read as agency self-report rather than a verified result.