McCann Colombia worked with Step Ahead, one of the biggest gym chains in Colombia, to launch Titans Bootcamp, an ultra-fitness training program in which cutting-edge exercise routines yield benefits for people who are in need.
The program partners with NGOs to connect gym members who are willing to work out while in the service of helping under-served communities. The workouts may include activities such as home rebuilding and construction, farming, recycling and garbage collection.
The Step Ahead program was conceived as a solution for people who are busy with work, family and other obligations, who want to stay in shape, but who also want to find time to help others.
This case study video outlines the progressive program.
Credits
Client Step Ahead Fitness Studio Agency McCann Colombia Samuel Estrada, chief creative officer; Alejandro Bermudez, executive creative director; Andrés Salamanca, creative director/writer; Alejandro Salamanca, creative director/art director; Daniel González, creative director; Alejandro Chaves, Julian Triana, writers; Alexander Barranco, Andres Lopez, art directors. Production Direktor Films and Akira Films Rafael Martinez and Sebastian Lopez, directors; Maria Palau and Aura Jaramillo, exec producers. Audio Production Laika
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
