Fight Science combines biomechanics, crash test technology and animation to show the strengths, advantages and limitations of martial arts. We turned Nat Geo’s tools into a new medium to hit our target.

Bus SheltersOur media-first Lenticular (moving/3D images) poster technology showed consumers the impact of each “hit” on the muscular system of world-famous fighter Bas Rutten.

Test Dummies We scattered crash test dummies on branded cubes complete with show information and fighting techniques around city centers. Each dummy was beaten/injured with black eyes and broken arms.

Taekwondo We offered free Taekwondo lessons – the world’s most popular martial art – throughout the cities.

Our campaign packed a real wallop as Fight Science whacked the competition, earning the best Sunday night rating of the month and exceeding its season primetime rating by an unprecedented 210%. In addition: • Our dummies made an impact on more than 720,000 bypassers.• Bus shelter Lenticulars connected with 11 million in Bogotá, Medellín and Cali• Free editorial struck a value of close to US$ 10,000