Beau Rivage Resort & Casino "Baggage Belt"

They needed to promote the property using a baggage carousel at Gulfport-Biloxi International Airport. The strategy was based on a key insight: After traveling to the airport and enduring a long flight, travelers welcomed a bit of calm. The idea was to create a refreshingly tranquil oasis for the weary passenger, mimicking the cool water of Beau Rivage’s tropical pool. The baggage belt was transformed into a swimming pool complete with swimmers and playful slogans. The result was a total change in how people react around the hectic space of a luggage belt.

Agency: Masterminds, USA.

Greenline Gym "Threadmill"

To promote a well-being center, a communication activity was developed with the aim of establishing a presence in one of the places where people make key lifestyle decisions: the supermarket. The creativity was based on the idea of turning a check-out conveyor belt (feeding your food to the operator) into a treadmill (the classic calorie burner).

Agency: JWT Milan, Italy.

Swiss Skydive "Free fall"

Swiss Skydive may be the biggest skydiving school in Switzerland, but it lacks the cash to launch a large-scale advertising campaign. The lifted the floors of the elavators in multi-storey buildings with special panels that gave elavator users the feeling they were in free fall. Extensive TV and press coverage in regional and nationwide media.

Agency: Wirz/BBDO, Switzerland.

Fitness First "Bus Stop"

People waiting on the bench of this bus stop could see their measured weight in the poster space. Fitness First.

Agency: N=5 Amsterdam, The Netherlands.

Revita Beauty Center.

Relax with Shiatsu.

Agency: Fields, Brazil.

Motion Fitness "Join the gym"

In 2008, testing of a new bodyscanner at airports began. This caused a lot of discussion and became a topical, recurrent issue all over the media. The scans create pictures where one can see every flaw on your body; not even the littlest love handle you usually cover with clothes can be hidden. They found this to be the perfect hook for the Fitness & Beauty Studio gym to raise awareness and increase membership. The posters were placed in the immediate area that surrounded the new gym wich is located just five kilometres from the Basel Euroairport.

Agency: Publicis Zurich, Switzerland.

Selma Spa+ "Refuel yourself"

Don't forget to refuel yourself as well. Book your pleasure at selmaspa.se

Agency: Clara Karlstad, Sweden.

Classic Fitness Centre.

To promote a fitness centre, by communicating the benefits of joining. To increase awareness and recall of the brand. Two hundred direct mailers were sent to identified targets living/ working in the vicinity of the centre. These contained a beautiful leather belt (size 26" for men and size 24' for women). The tag on the belt conveyed the promise that joining the centre would result in quick weight loss. The direct mailer was a massive hit, which drew in a whopping 108 enquiries, of which 47 were converted as customers. This meant a success ratio of almost 25 percent, compared to the norm of 5 to 10 percent for DMs. The success is attributed not only to the innovative nature of the DM, but also to the accurate profiling and targeting of the audience.

Agency: Bhadra Communications Bangalore, India.

World Class Gym "Surprise Ad"

For the launch of World Class new flagship in Stockholm, caricature artists were put on strategic places making free portraits of Saturday strollers. Unsuspectingly they received a personal hand drawn ad with an opening offer and themselves made as fit body builders. World Class gave you the ad that you save, show your friends and put up on your wall.

Agency: Le Bureau Stockholm, Sweden.

Wasatch Fencing Academy "Antenna"

Nice ambient for Wasatch Fencing Academy.

Agency: Struck, USA.

New Zealand Book Council.

New Zealand Book Council challenged them to find a fun new way to make books more accessible and to encourage people to fall in love with reading again. Because these days people spend far too much time in front of their computers working and not enough time reading books. They figured that surely people would rather read books than do work. So they decided to disquise books as every day office computer documents. And made them available to everyone on the internet. You can now read classics by Virginia Wolfe through to modern shortstories by local New Zealand authors on any computer, at any time, without anyone ever knowing. Especially at work, where your boss and co-workers will be none-the-wiser. And all these books are housed at our equally disquised online library, wich is designed to look idential to a Windows desktop. The initial responce has been overwhelming. More books are being uploaded by the day, and many authors and publication houses have expressed interest in helping the cause and reminding people of the joy and excitement that books can provide. And thankfully the backlash from bosses is yet to start. So make yourself look busy. Start reading a book.

Check the site here:

Read at work

Agency: Colenso BBDO Auckland, New Zealand.

Birdy folding bike "Door"

By utilizing the property of the automatic door, cleverly demonstrate the easy folding feature of the bike. Translation: "Birdy folding bike".

Agency: DraftFCB Taipei, Taiwan.

Adsoftheworld

Millets "Pop−Up Tents"

An insert that pops up when the page is opened to draw people's attention to Millets' range of tents.

Agency: Miles Calcraft Briginshaw Duffy, United Kingdom.

Weider-Tera Fitness Club "Expander"

The expander was sent to members with a message 'don't give up halfway.'

Agency: Guangdong Advertising Beijing, China.

Downtown Gyms "Hands"

To raise awareness of Downtown Gyms, 3D plastic hands closed in a fist were placed on metal street arches as if they were bent by an exeptional strenght.

Agency: DDB Milan, Italy.

Callaway Golf Hyper X Driver "Burnt Tees"

In an effort to introduce Callaway Golf Hyper X Driver, golf tees with burnt tips were scattered around golf course tee boxes and pratice ranges. They served to comminicate the driver's ability to produce incredibly high ball speed across the entire hitting surface. Thus increasing distance and making the club what golfers refer to as a "Hot" driver.

Agency: Young & Rubicam Brands, USA.

Wallnuts Climbing Centre "Climbing Monkeys"

The placed branded plush toys - specifically monkeys (from orangutans to gorillas) around the city to spread the word about Wallnuts Climbing Centre. The wallnuts monkeys, featuring suction cups on all four "paws" were strategically stuck in hard to reach (but easy to see) locations around town.

Agency: Target St. John's, Canada.

Julian Day School "Talpatar Sepoy"

Julian Day School authorities began aerobics classes for childeren. The aim was to communicate the same and generate enthusiasm amongst the students. Talpatar Sepoys were distibuted in every class by respective class-teachers. The puppets were an instant hit. The kids began to play with them and took them home as the day ended. The message "Get Flexible - Children's aerobics classes in school" was succesfully conveyed to the childeren and their parents, leading to 90% students enrolling in the aerobics classes.

Agency: Ogilvy & Mather, India.

Gold's Gym "New shirt"

Build awareness and recruit none gym gores through targeted media and minimal funds. Most of the men dream of a good looking, healthy and strong body, but very few do something about it. To emphasize the importance of the looks, they associated the perfect healthy body with fashion and new cloth. When their audience by a new shirt from selected places they will discover how sexy the shirt will look if they go to Gold's Gym.

Agency: JWT Cairo, Egypt.

Burton "Sabotage Stupidity"

As an enthusiastic snowboarder, I like this action done by Burton. Sabotage Stupidity. There are still four resorts in North America that don't allow snowboarding. Burton throwing down a 5000 USD cash purse to the person or crew that submits the best video documentation of their poach experience from each resort.

Check the site here:

Sabotage Stupidity