Before and After. The Unretouched Story. by TBWA\Chiat\Day New York for Power Vibes Studio

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Before and After. The Unretouched Story.

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Industry Sports and Health Clubs, Gyms
Media Ambient
Agency TBWA\Chiat\Day New York
Creative Director Jimmy Geeraerts
Released May 2012

Credits & Description

A live advertising activation by TBWA East Africa for Power Vibes Studio.
We were asked to create awareness for the new Power Vibes Studio, and to convince people that they could really build a difference in their physique and fitness at this weight-loss specialty gym. But we had to overcome the perception (even in Africa!) that all ads are retouched in Photoshop and that those images are no longer believable.
The solution was a real-life "Before & After" demonstration showing the dramatic difference between healthy & fit and not so fit. Two girls of quite different physique were dressed identically and walked side-by-side through local shopping areas. As they passed, their T-shirts read "Before" and "After" on the back, with the After shirt carrying the gym logo & slogan "build a difference".
Creative Director: Jimmy Geeraerts
Additional credits: Maureen Njoki, Irene Njenga, Ooi Chok Yan, Mark Kovalevsky, Dennis Mitoko, Steve Ominde, Aaron Ayuyo, Dorothy Oliech, Neil Thomas, George Ngechu, Maryanne Njeri