While I was doing my research I was touched by this message from a child:

Chris (13): “Walking, playing, being with friends, doing tricks on my bike, eating fruit, sleeping and having good dreams”

It touched me. I realised that ‘feeling good’ means something different for everyone. It is a very personal matter. So I came up with the idea to honour these stories and embrace all different perspectives, and make it very personal. As well I wanted to make people stand still when they read and start thinking by themselves: what does it actually mean to me?

We chose to work with a positive, happy shape that would symbolise the happyness of feeling good. Using hierarchy in the font playing with the brand colour to attract the watcher’s eye to the most important question of the ad. In photography we directed on happy vibes: seeing people that feel good. That have energy. And that are radiating this.