Build awareness and recruit none gym goers through targeted media and minimal funds. Most men dream of a good looking, and strong body, but very few do something about it. While men are at the local barber, they will unexpectedly discover how they would look like if they workout at Gold’s Gym. The perfect body is printed on the barber’s apron. The logo is in inverse and can only be seen through the mirror. A card with telephone numbers and adresses is handed at the exit.
Agency: JWT, Cairo, Egypt.