We created progressive workout plans, where each stage is represented by a different layer of a nesting doll, keeping the benefit of working out right in sight.

Each set of dolls carries a flash drive with a five-month workout plan customized for new Brick members.

The dolls were 3D printed and designed by artists around the world.

New members received the dolls as an incentive to keep up with their plan.

We started by designing a customized shape for the dolls, where the different layers got thinner but not much shorter. We then 3D printed them and got 20 artists around the world to hand paint the dolls according to the different workout goals.

We then handed out the dolls to BRICK members of the Los Angeles, New York and Chicago units.

With the art and the progress stories of participating members, we created posters, a microsite and social content to promote the effort.

The campaign ran in cities that have BRICK gyms: Los Angeles, New York and Chicago.

With the campaign, BRICK is reminding everyone about the benefits of working out and giving their members all the support and information that they need to reach their goals.

The response from BRICK’s members has been 100% positive, and across the board, they agree that the Fit Nesting Doll gave them the motivation that they needed to reach their goals.

The conversation in social media has been 100% positive, and people have started to inquire about the program.