Getting in shape is the perennial new year’s resolution. And while the year is still young, BRICK, a modern group class fitness facility, has launched a campaign called “The Fit Nesting Doll” designed to help new members reach their fitness goals. The insight: everyone joins the gym for different reasons. But joining the gym is only the first step. Keeping the motivation is the hard part.
Created by BBDO New York, the campaign is a progressive five-month fitness plan customized for new members in the form of 3D printed nesting dolls. The dolls, designed by artists from around the world, carry a flash drive within their last layer featuring the member’s workout plan. The different layers of the dolls represent the stages of the customer’s progress, keeping the benefit of working out right in sight and as a result, providing the right dose of motivation to reach their goals.
Produced by digital production company Visorama Diversões Eletrônicas, a video outlines the concept behind this fitness plan, deploying nesting dolls to explain the premise. The video can be found on BRICK’s social channels and the campaign’s designated web page (http://fitnestingdoll.com/). The work will be accompanied by print and social content to help support its efforts.
Credits
Client BRICK Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Bianca Guimaraes, associate creative director/art director; Rodrigo Linhares, sr. copywriter; Florian Marquardt, sr. art director; David Rolfe, director of integrated production; Neely Lisk, executive producer; Courtney Fallow, lead integrated producer; Billy Siegrist, Koji Yahagi, photographer; Jeian Jeong, physical designer/3D model; Marcelo Righini, type designer. Digital Production Visorama Diversões Eletrônicas Luciano do Amaral, stop motion artist; José Bessa, 2D digital animator; Elisa Branco, 3D modeling artist; Tiago Vaz, Felipe Blunt, Giorgi Popiashvili, Gustavo Teixeira, Henrique Sanchez, Isabela Andrade Lima, Juarez Rodrigues, Julia Quaresma, Lukas Doraciotto, Luke Bott, Marcel Yunes, Moyl Cledera, Paula Fernandes, Paula Isabelle Souza, Paulo Cesar Correia Lima, Sabine Hegmann, Sajid Wajid Shaikh, Rich Tu, Halil Mete, illustrators; Samanta Martins, account manager.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
