2015 Winners & Shortlists

Execution

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 went inside cubicles of ladies washrooms in key locations usually full of women such as shopping malls, trendy cafés and restaurants. After all what better place to demonstrate the problem than in the actual spot they face this particular problem? Behind each door, we attached battle ropes used in gyms for squatting, along with instructions on how to squat while doing your business. Since it’s difficult to hold that position for long, this ambient idea served as a reminder of their poor fitness level.