THE MOST BEAUTIFUL GYM IN THE WORLD IS RIGHT OUTSIDE THE WINDOW.

Client - Autonomous Province of Bolzano

Deliverables: TV spot, radio spot, print ads, outdoor posters, campaign website, video tutorials, online banners, social media content and ads, Google Ads

How STORO turned South Tyrol's landscape into a province-wide call to get moving.

The Autonomous Province of Bolzano needed a campaign to tackle rising sedentary lifestyles across South Tyrol. STORO led the development of Mettiti in Moto (Get Moving), an integrated campaign that reframed the region’s extraordinary natural surroundings as the ultimate gym. Working with creative partner Baradal and production partner Formasette, and endorsed by CONI, the Italian Red Cross, and CAI, the campaign ran across TV, radio, print, outdoor, digital, and social media in Italian, German, and Ladin.

THE CHALLENGE

South Tyrol offers 13,000 km of walking trails, 600 km of cycle paths, and 11 bathing lakes within the UNESCO-protected Dolomites.

Yet sedentary lifestyles were rising among 18 to 69 year olds. The Province needed a campaign that would cut through inertia and

excuses, working across three languages and satisfying multiple institutional partners, with broad public visibility and tight timelines.

APPROACH

Rather than lecturing people about health, STORO built the campaign around a single insight: people already know they should move more, they just keep making excuses. The creative idea drew a playful parallel between the outdoors and a gym. South Tyrol’s trails became “13,000 km of treadmill.” Its cycle paths became “Spinning classes with real scenery.” Its lakes became “11 pools of spring water.”

Every visual was framed from inside a home: stunning Dolomite scenery through an open window, while someone sits on a sofa with a phone or remote control. The contrast between the beauty outside and the inertia inside did the emotional work. STORO led communication strategy, creative direction, and media planning. The campaign ran across two media flights (June and September) with continuous digital activity through December 2018. CONI, the Italian Red Cross, and CAI endorsed the initiative and shared it across their communities.