This viral video shows a shopping mall in Barcelona, where a specially built elevator surprised people to get them in shape, fighting sedentarism. When they pushed the button in order to take the lift, the doors opened and they were faced with a stairway instead. With this action, we wanted to create a funny and easy way to encourage people to begin a healthier lifestyle.

The team installed the ‘healthy lift’, making it blend into the shopping centre as much as possible. The builders studied the lifts in the centre and created an identical structure so it looked completely real. The signage and icons used copied those of the centre and they equipped the lift with the same lights and sounds as any other lift. Three mini-cameras placed in the button of and inside the lift captured the surprised reactions of our ‘victims’.

To maximise the campaign’s impact, the hashtag #cambialasestadisticas was created so that those involved in and curious about the action could share their surprise both on Twitter and Instagram. The action also involved the making of a video which was posted on YouTube and which went viral on the social networks.

Of all the people that went to take the lift, 83% took the stairs. A huge accomplishment on a small scale, with which we infected the Web, making the action go viral with a video.