Power Vibe Studio asked TBWA East Africa to create awareness for their new gym, and to convince people that their weight-loss strategies and special equipment could really build a difference in the physique and fitness of their potential clients. But they had to overcome the perception (even in Africa!) that all ads are retouched in Photoshop and therefore those images are no longer believable.
The solution that TBWA proposed was a real-life "Before & After" demonstration showing the dramatic difference between a healthy & fit person – and someone not quite so fit! Two girls of quite different physiques were dressed identically and walked side-by-side through local shopping areas. As they passed, their T-shirts read "Before" and "After" on the back, with the “After” shirt carrying the gym logo and the slogan "build a difference". Surprised onlookers had a bit of a chuckle. And quite a few of them asked for more information, with intentions of joining the programme.
Ambient advertisement created by TBWA, Kenya for Power Vibe Studio, within the category: Recreation, Leisure.
Advertising Agency: http://www.tbwa.com/">TBWA East Africa, Nairobi, Kenya
Creative Director: http://adsoftheworld.com/creative/jimmy_geeraerts">Jimmy Geeraerts
Copywriter: http://adsoftheworld.com/creative/mark_kovalevsky">Mark Kovalevsky
Producer: http://adsoftheworld.com/creative/dennis_mitoko">Dennis Mitoko
Director: http://adsoftheworld.com/creative/jimmy_geeraerts">Jimmy Geeraerts
DOP: Steve Ominde
Editor: http://adsoftheworld.com/creative/aaron_ayuyo">Aaron Ayuyo
Additional credits: Maureen Njoki, Irene Njenga, Dorothy Oliech, Neil Thomas, George Ngechu, Ooi Chok Yan
Why Apple Is Obsessed With the Music of NYC Duo Sofi TukkerRead More
How Hyundai Fell in Love With a Haunting Cover of Steve Winwood's 'Higher Love'Read More
Maren Morris and Zedd Take No. 1 (Again) While New TV Shows ReignRead More
Q&A: AMV’s Rosie Arnold on Branded Content, and Tips for Entering WorkRead More