Monday, January 22, 2018
You are here:

The Best Work You May Never See: Joachim Back Directs GEN-PEP PSA Featuring Stephen Hawking


Robert Goldrich
Thursday, Nov. 17, 2016


Log in or register now!

Professor Stephen Hawking is featured in this campaign for Swedish non-profit organization GEN-PEP and conceived by a creative team at Stockholm agency Forsman & Bodenfors to raise awareness of the fact that physical inactivity is now the fourth most common cause of death in the world. Together with unhealthy eating habits it is the underlying reason why more people in the world today die from complications related to obesity and overweight than from starvation. 

Joachim Back of Anonymous Content directed this campaign centerpiece PSA in which Hawking urges us to keep our bodies as active as our minds. The wheelchair bound Hawking then relates, “How being sedentary has become a major health problem is beyond my understanding.”

Initiated by The Swedish Crown Princess Couple, GEN-PEP works to spread knowledge and get people involved in promoting the health of children and young people. The goal is to bring together people, organizations and companies in a joint effort to make it easier for children and young people to live a healthy life.  


Client GEN-PEP Agency Forsman & Bodenfors Adam Ulvegarde, art director; Joakim Labraaten, copywriter; Martin Joelsson, Christopher Ek, designers; Lars Friberg, planner; Jens Odelbring, producer; Peter Gaudiano, digital strategist. Production Anonymous Content Joachim Back, director; Pawel Edelman, DP; Eric Stern, exec producer; Tim Kerrison,producer. Editorial Russell Icke, editor. Music Peter Raeburn, composer. Postproduction Gangsters. Media Partner AOL/Be On

Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Jan. 21, 2018

The Western-inspired revenge tale “Three Billboards Outside Ebbing,...

Sunday, Jan. 21, 2018

"Jumanji: Welcome to the Jungle" outdid another weekend's worth of...

Sunday, Jan. 21, 2018

Guillermo del Toro’s fantastical romance The Shape of Water (Fox...

Friday, Jan. 19, 2018

The Producers Guild of America has ratified guidelines for combating...

Friday, Jan. 19, 2018

Dunkirk and The Greatest Showman won the Casting Society of America’s...

Friday, Jan. 19, 2018

Five feature films including “The Shape of Water” and “Call Me By Your...

Recent SPW Releases

Thursday, Jan. 18, 2018

Advertising agency Camp + King has appointed three executives to its...

Thursday, Jan. 18, 2018

Dan Waymack is a filmmaker and president of Waymack & Crew, a...

Thursday, Jan. 18, 2018

The One Club for Creativity, the world’s foremost non-profit organization...

Wednesday, Jan. 17, 2018

The Costume Designers Guild announced that Golden Globe award-winning...

Wednesday, Jan. 17, 2018

Pop culture icon Jonathan Goldsmith bending a spoon with his mind (“Bible...

Wednesday, Jan. 17, 2018

The American Society of Cinematographers (ASC) announces Oscar®-winner...