In 2019, Friends of Friends was enlisted to develop the entire concept and launch campaign within eight weeks for the European marketing roll-out.

Entitled #bethebalance, the campaign placed an emphasis on the symbiosis between body and mind and aimed to showcase what finding balance in your everyday life may look like. 

This involved producing four editorial case studies of female protagonists—including Gizem Emre, Louise Damas, Marie Luise Klietz, and Lizzy van der Ligt—in Berlin, Paris, Munich, and Amsterdam, three of which were accompanied by video portraits for social media.