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.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
