HEAVIEST AD IN THE WORLD by DDB Sao Paulo for Companhia Athletica (Cia)

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HEAVIEST AD IN THE WORLD

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Industry Sports and Health Clubs, Gyms
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Renata Florio, Sergio Valente, Moacyr Netto, Rodrigo Almeida
Art Director Bruno Salgueiro
Copywriter Marcio Fritzen
Account Supervisor Suzana Poli
Released January 2010

Credits & Description

Category: Best Use of Newspapers
Advertiser: COMPANHIA ATHLETICA
Product/Service: GYM
Agency: DDB BRASIL
Date of First Appearance: Jan 25 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Patricia Muratori (DDB Brasil)
Media Account Director: Valdir Vieira (DDB Brasil)
Media Coordinator: Daniela Dib (DDB Brasil)
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Renata Florio (DDB Brasil)
Creative Director: Rodrigo Almeida (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Copywriter: Marcio Fritzen (DDB Brasil)
Art Director: Bruno Salgueiro (DDB Brasil)
Account Supervisor: Suzana Poli (DDB Brasil)
Media placement: Newspaper - Destak Newspaper - 25/01/2010

Results and Effectiveness
New members: 15% higher when compared to the same period in 2009 Visits to the site: 24% higher when compared to the same period in 2009 And a much healthier city.

Creative Execution
Idea: We created for Companhia Athletica Gym the “Heaviest Ad in the World”. The exercise began on the actual media vehicle, providing a real live experience. “Celebrate Sao Paulo’s anniversary by getting fit: lift this ad several times.” Execution: The ad was distributed in the city’s main parks and streets as an insert inside Destak newspaper, one of the main free daily papers in Sao Paulo.

Insights, Strategy & the Idea
Background: Sao Paulo has 19,223,897 inhabitants. But only 17.5% of them practise some kind of exercise. Opportunity: Seize the holiday that celebrates Sao Paulo’s anniversary to impact its population.