In collaboration with Weber Shandwick, we brought to life We Are Undefeatable’s S.O.F.A. campaign — a Sport England–supported initiative designed to help people with long-term health conditions stay active.

The idea was simple: discover this year’s must-have fitness equipment — the Sit On Fitness Apparatus. We developed and shaped the creative to hit the right comedic beats, opening with the recognisable tone of a high-end sports commercial before letting Bill Bailey’s trademark humour take over.

The result was a campaign that balanced wit and warmth, turning everyday inactivity into something both relatable and inspiring — proving that even a sofa can get you moving.