"People's dream body is not meant to fit yours,
FIND THE FITNESS THAT BALANCES YOURSELF."
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Client:
California Fitness & Yoga
Challenge:
Challenge:
California Fitness & Yoga proves its ability to provide professional training curricula for health and fitness maintenance. The fundamental point is to emphasize the center's capacity into sustaining the consultation service and customized training programme only fitting with individual customer's status of physical health.
Medium:
Medium:
Integrated campaign. Including 2 print ads and 1 ambient installation.
Approach:
Showing the contrasting, unbalanced bodies of the balance masters ( ex: ballerina, athlete, boxer, etc), caused from the inappropriate practice and training. Through the display of tragedic results, the message is communicated to audience.
Print ads 1 .
To present the ballerina with charming below body part which is in dreadful contrast with unreasonably muscular arms. Her body is out of harmonious proportion, and turns out hilarious.
Print ads 2 .
The slim alluring legs are too feminine to be pairing with the boxer's masculine top part. Definitely, such the pair of legs is dream of girls all over the world. What a pity they are practically not fitting with the bodily proportion of a boxer at all!
The display of these two print ads at the bus stations.
Ambient .
The proposed idea for ambient installation which helps to reinforce the brand message communication. At the public bus stations, the distorting mirrors which are prevalent in clown houses at the circus are installed. Those mirrors attract the pedestrians, and then show their bizarre reflections. Humorous feel is in the air, at the same time when hilarious implied warning is messaged towards risks of unbalanced bodily shapes.
