When we turn 30, we start to lose muscles. And that’s exactly the age where most of us become parent and stop exercising. Instead, we watch our children having fun while we simply sit on a bench. That’s why Helan, Health Insurance, and FamousGrey added an adult playground to the children’s playground. Along with RAAK design studio, they turned lazy sitting benches into playful exercises. A series of four designed ‘stay young benches’ installed in Ghent, require some light muscle strength to unlock a seat, making exercise an interactive part of daily life.
Research shows that we start to lose around 10 percent of their muscle mass every decade starting from the age of 30. "This is because muscles become thinner and shorter, making them less efficient in contracting and producing strength," explains Jef Vanhoof, movement expert at Helan Independent Health Fund. "Gradually, you become weaker and stiffer. Which can lead to health issues at an older age. This can be remedied through minimal strength training."
To demonstrate that intensive workouts are not necessary, and that strength training can be integrated into daily routines, Helan introduced 'Adult Playgrounds': a series of unique benches that require users to engage in light strength exercises before sitting down. The benches were developed by FamousGrey and RAAK Design Studio from Leuven, with logistical support from the city of Ghent, which installed four of these benches in the Blaarmeersen recreational area.
This professional campaign titled 'Stay Young Benches' was published in Belgium in September, 2023. It was created for the brand: Helan, by ad agency: FamousGrey. This Experiential and Integrated media campaign is related to the Health industry and contains 1 media asset. It was submitted 3 months ago.
Client: Ariane Collard, Sarah Masschelein, Lynn Pellens
Creative Director: Peter Ampe, Laurie Lacourt
Creative team: John Benois & Kenn Van Lijsebeth
Account team: Olivia Naudts, Lies Bernaer, Silke Galle
Brand strategist: Aze Van Coillie
Digital Strategist: Wies Dickens
DTP: Franco Scaramuzza
Digital creative: Nicolas Caeyers
Social media manager: Florentien Duquet
Product design: RAAK design studio
Contact: Robrecht Lambrechts, Kasper De Backer, Ward Mertens
Production benches: Hendrik Van Thielen
PR agency: Lewis, Famous Relations
PR contact: Anouk Schnaphauf, Charlotte Herelixka, Stephanie Van Bets, Astrid Jacobs, Zoë Cnaepkens
Production company: Hamlet
Director: Edouard Valette
DOP: Maximiliaan Dierickx
Executive producer: Mathias Kerner
Producer: Pim Verhavert, Julie Bosteels
Post-production: FamousGrey Productions
Head of production: Myriam Maes
RTV Producer: Bram Busschots
Offline editor: Sven Vanhee
Photographer: Gilles Desplanque
Media agency: Mindshare
Media contact: Tina Tribout