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