2015 Winners & Shortlists

The Brief

ASC wanted to increase membership among young women in Beirut. Most women are very conscious of personal hygiene. When in public washrooms, they tend to squat before they do their business. But most of them find it difficult to hold that position as they don’t exercise regularly and have weak muscles as a result. So we came up with a simple and effective ambient installation.

Creative Execution

We thought, what better place to demonstrate the problem than in the actual spot they face this particular problem? Since it’s difficult to hold that position for long, this ambient idea served as a reminder of their poor fitness level and encouraged them to sign up to ASC.

Describe the creative solution to the brief/objective.

We went inside cubicles of ladies washrooms in key locations usually full of women such as shopping malls, trendy cafés and restaurants. Behind each door, we attached battle ropes used in gyms for squatting, along with instructions on how to squat while doing your business.

Results

ASC received over 40 inquiries a day. Female membership increased by 18% in the 2 weeks that followed the start of the campaign.