We raised awareness about the possibility of doing fitness anytime and anywhere, and created a word-of-mouth effect making people pass the message on.

The TV videos communicated in a very comic manner that fitness is possible to do even at work.

In fitting rooms of large clothes stores we fixed mirrors that enlarge reflection. As a result people seemed to look much larger than they are. The message on the mirrors made people think about their physical appearance.

We made a campaign - a flashmob that took place in a large mall and where tens of people participated. People were running against direction of the travolators and escalators as if on a step mill.

At the end of the campaign the mall’s visitors saw a huge flag with the Russian fitness-aerobics federation logo.

The slogan of the campaign called people to do fitness without postponing it for later.

What stops people from doing fitness?

Is it lack of time, money, fashionable uniform or a fitness-centre nearby?

People are making up a lot of excuses but in most cases there is only one reason and it’s called laziness.

The objective of the integrated campaign was to popularize of fitness among a wide range of people.