Zilveren Kruis wanted to add some much needed relaxation to the world of healthy habits. We see everyman-hero Rob stumbling his way through health trends only to land at the small changes in his habits that actually work for him. The first flight in the campaign was called 'Being healthy isn’t a competition'. When it comes to excercise and health, we're all too familiar with the pressure to perform at the highest possible level. That's why we're joining Rob on a box-ticking trip through the world of health and fitness, only to realise that ice baths and sweat lodges ain't it.

With a bit of comic relief, Zilveren Kruis is letting people know that good health is the sum of many small parts. Whatever healthy habit suits you, counts.