2013 Winners & Shortlists

RETHINK YOUR ROUTINE

BrandFITWORX
Product/ServiceFITNESS EQUIPMENT
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryFLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

In a city where anything and everything can be delivered to your doorstep, where you can pick up coffee without even leaving your car, it’s easy to fall into a routine in Dubai that lacks any physical fitness. This challenge of missing out on daily fitness helped shape our creative strategy to reach our target audience effectively.

The Brief

FITWORX is a fitness equipment retailer in the UAE. FITWORX needed an unconventional promotion to raise awareness for its home gym equipment. It wanted to position its machines as the ultimate workout, one that gets you real results. The target audience was the general public in Dubai.

How the final design was conceived

Combining this challenge with inspiration from FITWORX gym equipment, we designed a series of fitness instructions customized for public machines across Dubai. From classic exercise titles, to step-by-step imagery and anatomy diagrams, we took the gym to the streets with a simple sticker.

Indication of how successful the outcome was in the market

We placed these designed stickers on over 200 locations across Dubai, grabbing people’s attention instantly. On the first day, FITWORX received more than 180 telephone enquiries about its home gym equipment. And by the end of our campaign, we attracted over 600 new fitness enthusiasts.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Creative Director
Sascha Kuntze Memac Ogilvy Associate Creative Director
Leonardo Borges Memac Ogilvy Art Director
Sabia Fatayri Memac Ogilvy Art Director
Kareem Shuhaibar Memac Ogilvy Copywriter
Ifran Ghani Memac Ogilvy Graphic Designer
Carmel Missilmany Memac Ogilvy Agency Producer
Tarek Shawki Memac Ogilvy Account Director
Bhumi Doshi Memac Ogilvy Account Manager
Mariam Abdillahi Memac Ogilvy Consultant