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