BRIEF: Get the country moving more.

One of the main excuses people have to not exercise is that they don’t have the time. We want people to question that with a very powerful insight; the more active your thumbs are, the less active your body is.

So let’s make people’s thumbs untrustworthy. Let’s get people to stop listening to what their thumbs want and start listening to what their body needs.

For this campaign we wrote an ad centred around that little sinister voice that tells you to sit down and take it easy. Supporting our TV films, we also created an annual Thumb Run and a public transport OOH campaign that got people to question just how much more active their thumbs were than their bodies.