GEN-PEP / Pep Talk by Stephen Hawking

On Wednesday, November 16 at 8PM sharp, our latest work featuring Stephen Hawking was premiered on every TV channel in Sweden, simultaneously. The client GEN-PEP [Generation PEP] is a new-founded Swedish health organisation and our brief was to create awareness about one of the greatest public health problems of the 21st century: physical inactivity.

Sweden is today one of Europe's most sedentary countries and if we don’t act now, the consequences will be severe in the future. This so-called welfare disease is spreading rapidly around the globe and is now one of the world’s most common causes of death. And along with unhealthy eating habits, the underlying reason why more people today in the world die from complications related to obesity and overweight than starvation.

To get the message through we reached out to Professor Stephen Hawking, by many considered the smartest man alive, and according to us, someone who truly has a say on this matter.

The campaign was launched on November 16 and will be aired on TV, Social Media platforms and digital billboards.