Dr. Max

Emotes workout


Emotes Workout

Emotes Workout


Dr. Max, a pharmacy chain, is keen to improve the health of Generation Z gamers, a demographic known for their sedentary lifestyle spent largely behind screens. Dr. Max has a product line specifically catering to gamers and wants to encourage them to engage in more physical activity.

Understanding the interests of Gen Z gamers, we decided to integrate their love for gaming with physical workouts. We focused on Emotes, unique moves in online games that players use to interact and express emotions, which have become a cultural phenomenon for Gen Z. In collaboration with a renowned gaming influencer and a sports trainer, we designed 'Emotes Workout.' This was a tailored workout plan consisting of exercises inspired by emotes from popular online games like Apex Legends. We promoted this workout for gamers to engage in during their downtime, such as waiting in the lobby for their next match.

The initiative was a success. Gamers sent in their favorite emotes to include in the workout and shared their own versions of the workout. This led to a significant increase in engagement on live streams and social media. Dr. Max successfully got gamers to not only perform their favourite moves in games but also in real life, boosting their physical health considerably.

This innovative strategy merged the digital and physical worlds to benefit the health of Gen Z gamers. Not only did it encourage more physical activity, but it also helped fight boredom during their gaming breaks. This initiative helped Dr. Max strengthen its connection with the Gen Z demographic and emphasize its commitment to gamers' health.

This professional campaign titled 'Emotes workout' was published in Slovakia in February, 2023. It was created for the brand: Dr. Max, by ad agency: THIS IS LOCCO. This Content, Digital, and Direct media campaign is related to the Pharmaceutical industry and contains 2 media assets. It was submitted 3 months ago.


Advertising Agency: THIS IS LOCCO

Creative Director: Juraj Kováč

Art Director: Engelbert Strapec

Copywriter: Dano Vachuna

Account Manager: Dominika Ivaničová, Petra Kalmárová

Strategy Director: Juraj Kováč


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