“A live advertising activation by TBWA East Africa for Power Vibe Studio.
We were asked to create awareness for the new Power Vibe Studio, and to convince people that they could really build a difference in their physique and fitness at this weight-loss specialty gym. But we had to overcome the perception (even in Africa!) that all ads are retouched in Photoshop and that those images are no longer believable.
The solution was a real-life “Before & After” demonstration showing the dramatic difference between healthy & fit and not so fit. Two girls of quite different physique 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 & slogan “build a difference”.”