Case video: http://www.youtube.com/watch?v=ljVnso69n60
Power Vibe Studio asked TBWA East Africa to create awareness for their new gym, and to convince people that their weight-loss strategies and special equipment could really build a difference in the physique and fitness of their potential clients. But they had to overcome the perception (even in Africa!) that all ads are retouched in Photoshop and therefore those images are no longer believable.
The solution that TBWA proposed was a real-life "Before & After" demonstration showing the dramatic difference between a healthy & fit person – and someone not quite so fit! Two girls of quite different physiques 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 and the slogan "build a difference". Surprised onlookers had a bit of a chuckle. And quite a few of them asked for more information, with intentions of joining the programme.
Creative Director:Jimmy Geeraerts
Director Of Photography:Steve Ominde
Additional Credits:Maureen Njoki, Irene Njenga, Dorothy Oliech, Neil Thomas, George Ngechu, Ooi Chok Yan