DGI Byen

For DGI Byen, we created Aktivion - a fictional over-the-counter remedy for everyday pain. In a country where Danes consume over one billion painkillers a year, the campaign highlights our cultural tendency to treat rather than prevent. And to sum up: Prevention is the best medicine. The alternatives found in movement, community, and wellbeing are underprioritised in the attempt to make us healthier the longest time. In Denmark people have become 5 years older on average due to medical and technological development. We live longer, but not healthier We wanted to communicate this clearly, without making the medical industry the bad guy. So we stepped in and participated on the scene with our own medical product. Aktivion® Aktivion uses irony and visual storytelling to make a simple point: movement is prevention, and prevention is a longer and happier life. For me, for you, for the city.