With South Africa being one of the unhealthiest countries in the world, how do we position Biogen as the number one health and wellness brand in SA?
We tell a raw, real, unfiltered, health story that champions the underdog.

We commissioned an unfluencer – James “Hobbo” Hobson. He had never run a 5km race and similarly had never posted to Instagram. He epitomised South Africa’s health problems and was a foil for the average Joe James, a testimonial for the digital age. He was paired with a nutritionist, and a coach used Biogen products to enhance his new healthy lifestyle, and we documented this campaign as a fortnightly Facebook reality show titled #BiogenJourney.

Hobo was tasked with the BHAG of completing the Ironman 70.3 Durban – a 1.9km swim, 90km cycle and 21km run.