Nothing brings out your competitive spirit more than actually seeing your competition. So, rather than just put up a billboard with a headline, we built and installed a life-like robotic mannequin inside the apartment next to our billboard. The mannequin simulated a female doing chin-ups in her apartment for 4 straight weeks. The installation offered a one-of-a-kind brand experience that literally brought the billboard headline to life.

With minimal budget, we hand-picked our media locations to be in the heart of where our target worked, trained, and lived. The apartment installation was negotiated to run continuously for 4 straight weeks with a set-build inside an actual apartment that added to the realistic nature of the installation. It had to look genuine and real. And so did she.

The outdoor campaign was designed to act as a catalyst for Nike's social activity. From the week before the campaign launch, to the campaign conclusion, weekly #BetterForIt hashtag mentions increased by 550%, leading to over 6 million impressions.