Sweat Yourself – People sweat when they have fun! We wanted young people to document this fun, to allow them to have a more relaxed relationship with their bodies. New packaging, new claim „Live your Style“, new website. Our task was to find a new strategy to talk to the target group of young people from the age of 16, the generation „always on“.
Diverse hands-on opportunities and the idea of the users designing something themselves were the focus of the new concept. Changing backgrounds made the site just as lively as the photo campaign with the motto „Sweat Yourself“. Furthermore, each product was provided with an individual animation, inspired by the packaging and a merchandising product line – shirts with colourful „stains“ – was developed.
Unfortunately we did not win the pitch, but I still think that the idea was brilliant! We were early movers of the #bodypositivity movement – but the brand was not ready for that yet.
Project: Pitch for the relaunch of the German brand website of 8 x 4 (Beiersdorf)
Contribution: concept, design concept, creative direction
Agency: Fork Unstable Media, Hamburg in collaboration with Marja Annecke, Berlin
Year: 2007
