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Before and After

Agency: 
Published/Aired: 
May 2012
Description: 

Power Vibe Studio asked TBWA East Africa to create awareness for their new gym, and to convince people that their weight-loss strategies and special equipment could really build a difference in the physique and fitness of their potential clients. But they had to overcome the perception (even in Africa!) that all ads are retouched in Photoshop and therefore those images are no longer believable.

The solution that TBWA proposed was a real-life "Before & After" demonstration showing the dramatic difference between a healthy & fit person – and someone not quite so fit! Two girls of quite different physiques were dressed identically and walked side-by-side through local shopping areas. As they passed, their T-shirts read "Before" and "After" on the back, with the “After” shirt carrying the gym logo and the slogan "build a difference". Surprised onlookers had a bit of a chuckle. And quite a few of them asked for more information, with intentions of joining the programme.

Case video: http://www.youtube.com/watch?v=ljVnso69n60
Advertising Agency: http://www.tbwa.com/">TBWA East Africa, Nairobi, Kenya
Creative Director: http://adsoftheworld.com/creative/jimmy_geeraerts">Jimmy Geeraerts
Copywriter: http://adsoftheworld.com/creative/mark_kovalevsky">Mark Kovalevsky
Producer: http://adsoftheworld.com/creative/dennis_mitoko">Dennis Mitoko
Director: http://adsoftheworld.com/creative/jimmy_geeraerts">Jimmy Geeraerts
DOP: Steve Ominde
Editor: http://adsoftheworld.com/creative/aaron_ayuyo">Aaron Ayuyo
Additional credits: Maureen Njoki, Irene Njenga, Dorothy Oliech, Neil Thomas, George Ngechu, Ooi Chok Yan

Comments (21)

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Highest Rated

Jesse James's picture
Jesse James
Activity Score 34

Indeed well done TBWA Kenya. This is so simple, but at the same time so WOW.

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

Well done TBWA Kenya.

morse's picture
morse
Activity Score 17364

Kinda offending for me.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Prasad Weerasekara's picture
Prasad Weerasekara
Activity Score 651

Well done TBWA Kenya.

kalankji's picture
kalankji
Activity Score 229

impressive and different

somecopywriter's picture
somecopywriter
Activity Score 1113

Nice one! Super simple.

Good Blood's picture
Good Blood
Activity Score 43

Bright.

Gioconda's picture
Gioconda
Activity Score 55

I agree with Morse.

Jhonny's picture
Jhonny
Activity Score 28

Done in Ukraine.
Saw here, Type "Estonia" and search.

CommandZ's picture
CommandZ
Activity Score 2498

If people question the veracity of ads in this category because of Photoshop issues, I'm not sure how this succeeds in changing those perceptions. This is just an in-person "Before & After" that in no way would be an accurate portrayal either.

wiskysiotro's picture
wiskysiotro
Activity Score 9
Siddarth Basavaraj's picture
Siddarth Basavaraj
Activity Score 1673

Not bad at all

Love creating ads..

hasalaka.th's picture
hasalaka.th
Activity Score 288

If there was a challenge to overcome that all images in 'Before & After' ads are not believable, then how did u address that issue with this. people don't believe 'Before & After' ads because they think those are two different bodies. Now here it's visible that those are two different bodies. So what makes them believe.

bate_palmas's picture
bate_palmas
Activity Score 1479

Yeah. Sorry guys but Hasalaka is right.

However, I must say this is REALLY funny. I would piss myself laughing if I saw it. I wouldn't believe the message, but I'd be entertained.

purshotham's picture
purshotham
Activity Score 457

Great Idea...

karmacoin's picture
karmacoin
Activity Score 688

I just can imagine that girl talking to her friends about her extreme transformation... "u ain't gonna believe this shit..."

3CB's picture
3CB
Activity Score 3

I really like the idea. Nice!

Peter Frampton's picture
Peter Frampton
Activity Score 5

I thought it was a really good idea!

Peter Frampton's picture
Peter Frampton
Activity Score 5

I thought it was a really good idea!

ag1759's picture
ag1759
Activity Score 6

Well done TBWA Nairobi!! Great to see an East African agency getting noticed!

Jesse James's picture
Jesse James
Activity Score 34

Indeed well done TBWA Kenya. This is so simple, but at the same time so WOW.

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