Cannes Lions

RETRO AEROBICS

VIRGIN ACTIVE, Cape Town / VIRGIN / 2012

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Overview

Entries

Credits

Overview

Description

Find an original way to announce the launch of Retro Aerobics at Virgin Active Health Clubs

Execution

We decided to focus on one of the most popular symbols of classic 80s aerobics – leg warmers. We decided to do leg warmer yarn bombs. What is yarn bombing? Yarn bombing is friendly graffiti. Placing bits of knitting, guerilla-style (without official permission) in public spaces as a form of public art. We chose strategic sites to yarn bomb on important dates and knitted leg warmers to represent each occasion. Pictures of each yarn bomb spread virally and with it the word about Retro Aerobics

Outcome

108% occupancy of launch classes nationally

Similar Campaigns

12 items

1 Cannes Lions Award
Piano

MULLENLOWE, New york

Piano

2018, JETBLUE

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