Out-of-Home Workouts

Over the summer, urban dwellers in different countries were invited to get active and take part in various sporty Outdoor campaigns. This theme is continued in Latin America, as can be seen by recent campaigns. Mexico The idea of exercising outdoors for city dwellers generally involves running, jogging or having a brisk walk. AXA the insurance company gave urban exercise a twist by inviting Mexicans to a work-out by physically pushing a billboard. AXA and charity organisation Un Kilo de Ayuda worked together on a public health campaign which sought to fight against obesity and raise awareness about nutrition in Mexico. Whenever the billboard was pushed, calories were counted and “converted” into healthy meals for children in schools. The campaign “Kilos malos, Kilos sanos” (bad kilos, good kilos) achieved outstanding results – generating over 800 000 calories in 45 days and enabled many children to learn about nutrition in schools. Chile A fitness challenge was presented to busy commuters in Santiago Metro. JCDecaux Chile worked with Reebok to invite people to demonstrate their fitness level by hanging for as long as possible from a bar. Time spent hanging from it was measured by a digital counter, and those who hung on for the longest won cash prizes by Reebok. Interest in this campaign generated a flurry of activity on Youtube, Facebook, Instagram and Twitter. The Out-of-Home medium offers a variety of innovative solutions for advertising campaigns in many types of environments. Read on for other innovative campaigns on our blog!