Live it, IRL!

For the 20th anniversary of the Day of Positive Energy, Amita Motion invited Gen Z to reconnect for real.

In a world where “follow”, “share” and “live” have lost their meaning, the “Live it, IRL” campaign redefined the language of social media, reminding young people what it truly means to experience these words offline.

Amita Motion inspired young people to go out, be active, and live real moments beyond the screen. The Day of Positive Energy concert became the beating heart of the campaign, celebrating 20 years of genuine connection, music and positive vibes.