Powerade: Workout Billboards
People ignore advertising, whenever possible - and pay more attention to their body by making sports. To address our target group of sports fans we decided to engage them by making sports - not advertising. Therefore we re-designed classical billboards and turned them into the world's first "Workout Billboards", billboards which are advertising and training machines at the same time. We excited thousands of people on three weekends in three major German cities and with the documentary film the "Workout Billboards" were seen by millions online.
Marketing Context:
Our target group doesn't care about advertising. So a...