Cannes Lions
BORGHIERH/LOWE, Sao Paulo / REVISTARIA D'AMAURI / 2010
Overview
Entries
Credits
Execution
We created a new exercise machine for gyms consisting of a piece of apparatus on which the user simply sits and reads. It comprised a magazine rack containing books and magazines from the store alongside a bench for readers. The board on the magazine rack read "Exercise the part that controls all your muscles".
Outcome
The action created buzz in the gyms and helped strengthen the cool, young image of the brand. There was also an increased flow of clients at the store during the campaign.
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