Nirvana; Turning outdoor advertising into common gym equipment.

Nirvana is the largest chain of gyms in Beijing. In an attempt to recruit new members, they decided to opt for something unusual. Instead of simply placing an ad in the local newspaper, the entrance gate near the gym was shown as a makeshift chest expander.

The idea of going to a gym to pump iron is becoming more and more popular in China’s major cities. To grab the attention of people living in the area of Beijing’s Nirvana Fitness Center, a revolving outdoor board did the heavy lifting. Both campaigns striking outdoor visuals led to a significant jump in gym memberships.

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Advertising Agency: Ogilvy, Beijing, China
Group Executive Creative Director: Nils Andersson
Creative Director: Doug Schiff
Art Director: Teng Teong Hoe
Copywriter: David To
Photographer: Riggs, Kenny Chai

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