Agency: Summer Agency Client: CPFCM

The Professional Association of Physiotherapists of the Community of Madrid is a leading institution in its field. Every year, on World Physiotherapy Day, it carries out an initiative in the streets to raise awareness of the physical problems suffered by millions of people, which can be alleviated with the help of physiotherapy treatments. On this occasion, they wanted to focus on osteoarthritis, a disease that affects everyday tasks and prevents those who suffer from it from leading a normal life. Osteoarthritis can be a real nightmare, and what better way to show empathy than to recreate these seemingly simple everyday tasks in a typical ‘tunnel of terror’ located in the heart of Madrid, where the large crowds made this campaign a resounding success.