WHAT’s your
social fitness?
Client: BMBFSFJ. Role: Art Direction Agency: TLGG/Fischer Appelt
Loneliness can hit anyone, even when life on the outside looks fine. But community isn’t something you just have or don’t have – it’s something you can train, like fitness.
For the campaign, we turned this principle into ‘social fitness’.
We borrowed the language and look of a gym brand and applied it to human connection. An online social fitness checker didn’t just reveal the superpower people already have to support others – it also generated a personal training plan with clear, actionable steps.
AWARENESS FILM
YOU CAN RUN.
BUT YOU CAN’T HIDE.
The campaign ran as ads right where people are: in late-night corner shops (Spätis), on the street and in their social feeds, aimed primarily at those with the strength to start making a difference for others.