Before and After

Agency Network: 
May 2012
Power Vibe Studio Ambient Ad -  Before and After


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.

Case video:
Advertising Agency:">TBWA East Africa, Nairobi, Kenya
Creative Director:">Jimmy Geeraerts
Copywriter:">Mark Kovalevsky
Producer:">Dennis Mitoko
Director:">Jimmy Geeraerts
DOP: Steve Ominde
Editor:">Aaron Ayuyo
Additional credits: Maureen Njoki, Irene Njenga, Dorothy Oliech, Neil Thomas, George Ngechu, Ooi Chok Yan
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Prasad Weerasekara's picture

Well done TBWA Kenya.

Prasad Weerasekara
Activity Score 655
morse's picture

Kinda offending for me.

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Prasad Weerasekara's picture

Well done TBWA Kenya.

Prasad Weerasekara
Activity Score 655
kalankji's picture

impressive and different

Activity Score 229
somecopywriter's picture

Nice one! Super simple.

Activity Score 1113
Copywriter at Boomtown
Good Blood's picture


Good Blood
Activity Score 43
Gioconda's picture

I agree with Morse.

Activity Score 55
Art Director
Jhonny's picture

Done in Ukraine.
Saw here, Type "Estonia" and search.

Activity Score 28
CommandZ's picture

If people question the veracity of ads in this category because of Photoshop issues, I'm not sure how this succeeds in changing those perceptions. This is just an in-person "Before & After" that in no way would be an accurate portrayal either.

Activity Score 2509
Creative Director
sheethalarya's picture
Activity Score 39
wiskysiotro's picture
Activity Score 9
Graphic Designer
Siddarth Basavaraj's picture

Not bad at all

Siddarth Basavaraj
Activity Score 1673
Copywriter at Adsyndicate Services Pvt. Ltd. |

Love creating ads..'s picture

If there was a challenge to overcome that all images in 'Before & After' ads are not believable, then how did u address that issue with this. people don't believe 'Before & After' ads because they think those are two different bodies. Now here it's visible that those are two different bodies. So what makes them believe.
Activity Score 288
bate_palmas's picture

Yeah. Sorry guys but Hasalaka is right.

However, I must say this is REALLY funny. I would piss myself laughing if I saw it. I wouldn't believe the message, but I'd be entertained.

Activity Score 1479
purshotham's picture

Great Idea...

Activity Score 457
karmacoin's picture

I just can imagine that girl talking to her friends about her extreme transformation... "u ain't gonna believe this shit..."

Activity Score 688
3CB's picture

I really like the idea. Nice!

Activity Score 3
Copywriter at TBWA Nairobi
Peter Frampton's picture

I thought it was a really good idea!

Peter Frampton
Activity Score 5
Peter Frampton's picture

I thought it was a really good idea!

Peter Frampton
Activity Score 5
ag1759's picture

Well done TBWA Nairobi!! Great to see an East African agency getting noticed!

Activity Score 6
Art Director
Jesse James's picture

Indeed well done TBWA Kenya. This is so simple, but at the same time so WOW.

Jesse James
Activity Score 34
Creative Director