Reassessing focus

Here is a really cool execution that would work well for a health based campaign.

Thefuntheory.com is an initiative from Volkswagon based on the belief that "the easiest way to change people's behaviour for the better is by making it fun to do".

I agree.

A lot of the time when we answer briefs we get too wound up in the category that the brand operates in and as such, clouded by their industry norms.

This execution is a really good example of a solution devised by focusing on the problem.

I'm making assumptions here, but I believe the creators would have arrived at this by starting from a macro viewpoint of the consumer rather than a more refined brand standpoint.