Biogen Journey


1 Gold, 1 Silver Prism Awards 2020

1 Gold, 1 Silver Smarties Award 2019

Campaign of the Year – Sports Industry Awards 2019

2 Gold Sabre EMEA Awards 2020
Biogen Journey

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.


Million South Africans reached


Million earned PR media

500 000+

Views on the web series episodes


Unique Biogen submissions

Double digit

Growth for the brand YoY
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