6 in 10 Greeks reported feelings of depression and stress (2023). Mental health struggles had become an epidemic. The simplest and most accessible solution? It’s been there all along: spending time in nature.

But our own country-wide study revealed a striking truth: Greeks were spending 83% of their time indoors, cut off from the very thing that could help them.

Amita couldn’t ignore this. For 40 years, the brand had celebrated its connection to nature – the goodness inside every juice box. Watching this crisis unfold, we realised Amita had to do more: invite everyone back outside to reconnect with all the goodness nature has to offer.

We turned to the world’s most famous ode to nature – Louis Armstrong’s "What a Wonderful World." As the iconic song plays, the film juxtaposes its lyrics with snapshots of modern life: blue skies printed on wallpaper, trees stitched into cushions, birdsong playing from phones. It shows how we’ve brought the entire natural world indoors while staying stuck inside. But this isn’t a sad story. The happy ending is clear as daylight, and it’s right outside our doorstep.

The results? In a declining category, Amita grew by 1.4%. But more importantly, we reminded everyone that nothing compares to stepping out under actual skies full of “blue, and clouds of white, the bright blessed day and the dark sacred night.”