RACE were asked by Sheffield International Venues – the controlling body for all sports venues in that city – to create an advertising campaign promoting SIV’s fitness membership packages. RACE looked at the extreme lengths people go to when trying to lose weight, get fit and look trimmer. A witty, thought provoking campaign was created for use on posters, trailer banners and newspaper ads.
The ads featured, for example, shots of a taped up fridge and a woman with a plaster over her mouth with copylines, 'There is a better way' and 'There is a healthier way.'
The ads were rolled out in the new year - a traditionally competitive time for gyms, as people seek to lose those unwanted extra ponds after the festive period.
An example of other advertising campaigns is illustrated. This one was for promoting Golf for fitness.