Being healthy isn’t a competition

(One size does not fit all)

Being healthy is often viewed as an informal competition between you and the people around you: how long do you spend in the gym? How many portions of fruit and vegetables do you eat every day? How do you look after yourself? How do you maintain your weight?

But does it have to be that way?

Your healthy habits. your way.

(Ticking boxes to good health)

When Zilveren Kruis asked us to help change the perception of good health being a competition, we developed a campaign that follows an everyday hero as he discovers his healthy habits.

Our hero goes on a journey, ticking boxes as he travels through the world of health and fitness, only to realise that ice baths and sweat lodges aren’t for him. Zilveren Kruis’ light-hearted campaign shares the hero’s epiphany: good health is the sum of many small changes, and the healthy habits that suit you are the best ones.