FOR OUR CLIENT AOK AS THE EXCLUSIVE HEALTH PARTNER OF THE GERMAN HANDBALL ASSOCIATION, A SOCIAL MEDIA CAMPAIGN FOR THE WORLD CUP 2017 WAS DEVELOPED AND IMPLEMENTED BY SIDELINES. UNDER #NÄHERGEHTNICHT (AS CLOSE AS POSSIBLE) HANDBALL FANS HAVE BEEN GIVEN EXCEPTIONAL AND CLOSE INSIGHTS INTO THE EVERYDAY LIFE OF THE “BAD BOYS” FROM A COMPLETELY NEW PERSPECTIVE. THE GOAL WAS TO COMMUNICATE THE ATTRIBUTES OF THE AOK AND THE HANDBALL IN THE FORM OF IMPRESSIVE IMAGES, CAPTURING EQUALLY THE INTIMACY AND PROXIMITY OF THE ACTION AWAY FROM THE PITCH, AS WELL AS THE EMOTIONS AND POWER OF THE HANDBALL.