A far cry from full-on fitness campaigns that can leave audiences feeling intimidated, a stop-motion campaign from high protein dairy brand, Lindahls shows that small moves make a world of difference.

The craft-focused campaign, which was created with the help of Dark Horses, shows the journey of an aspiring runner. Using stop-motion animation, a hero film shows a runner on his own path to better health.

Starting out on the sofa with his Lindahls’ the runner begins his fitness journey at a pace that suits him. Starting out slow on a jog with his dog, audiences see how his fitness slowly builds. Making use of stop-motion, the film is a continuous run that sees the runner's form and speed improve over time. From taking the first step to get his body moving, the runner continues on as the seasons change behind him. His ability increases as the spot finishes with him front of the pack.

The film closes with the line: “With 15g of protein in every Lindahls pot, one good move leads to another.”

The colourful, visually appealing film shows that small moves have a big impact. Without intimidation, the campaign underlines that everyone is on their own unique fitness journey. The Good Move brand platform has been developed with the aim of encouraging more people to feel good about making healthy choices.

Fitness can often be overwhelming for audiences who can feel bombarded by unobtainable body standards and intense dark and edgy gym-based workout trends. To make fitness feel accessible and encourage people to approach movement in their own way, the film takes on a more playful tone. The stop-motion style and bright colours serve to appeal to a wide audience.

“The gym and fitness industry often feels like it takes itself very seriously and if you’re not waking up at 5am and working out for two hours you’re not doing enough,” explains Sean Johnson and Josh Pearce, Creative Directors at Dark Horses.

They continue: “Improving your physical well-being should be a lifestyle choice, so we wanted to encourage the smaller little wins and healthier choices each day that overtime add up and make a big difference. Executionally, we wanted to completely flip the gym and fitness world’s moody aesthetic, and landed on a fun and charming stop motion/matchcut approach, telling the story of a character’s fitness journey over 12-months, but in 20 seconds.”

The carefully crafted film captures the imaginations of audiences making fitness aspirational and encouraging healthier choices.