1 month before the Spring Break vacation a common sidewalk billboard, located in the pub and club zone in Guatemala City, was turned into the Body Transformation Billboard.A light was placed in an angle to project the pedestrian´s shadows in the billboard.Due to the angle, the light projected the shadow from fat to thin while approaching to the Gym´s logo.

Gold's Gym Body Transformation Billboard got big attention among the young target; in just 2 weeks the signs-ups increased by more than 15% changing the perception of Gold's Gym from a body Building only to a fitness centre.