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BBDO NY Creates "Nesting Doll" Fitness Campaign For BRICK


Robert Goldrich
Friday, Feb. 19, 2016


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Getting in shape is the perennial new year’s resolution. And while the year is still young, BRICK, a modern group class fitness facility, has launched a campaign called “The Fit Nesting Doll” designed to help new members reach their fitness goals. The insight: everyone joins the gym for different reasons. But joining the gym is only the first step. Keeping the motivation is the hard part.

Created by BBDO New York, the campaign is a progressive five-month fitness plan customized for new members in the form of 3D printed nesting dolls. The dolls, designed by artists from around the world, carry a flash drive within their last layer featuring the member’s workout plan. The different layers of the dolls represent the stages of the customer’s progress, keeping the benefit of working out right in sight and as a result, providing the right dose of motivation to reach their goals.

Produced by digital production company Visorama Diversões Eletrônicas, a video outlines the concept behind this fitness plan, deploying nesting dolls to explain the premise. The video can be found on BRICK’s social channels and the campaign’s designated web page ( The work will be accompanied by print and social content to help support its efforts.


Client BRICK Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Bianca Guimaraes, associate creative director/art director; Rodrigo Linhares, sr. copywriter; Florian Marquardt, sr. art director; David Rolfe, director of integrated production; Neely Lisk, executive producer; Courtney Fallow, lead integrated producer; Billy Siegrist, Koji Yahagi, photographer; Jeian Jeong, physical designer/3D model; Marcelo Righini, type designer. Digital Production Visorama Diversões Eletrônicas Luciano do Amaral, stop motion artist; José Bessa, 2D digital animator; Elisa Branco, 3D modeling artist; Tiago Vaz, Felipe Blunt, Giorgi Popiashvili, Gustavo Teixeira, Henrique Sanchez, Isabela Andrade Lima, Juarez Rodrigues, Julia Quaresma, Lukas Doraciotto, Luke Bott, Marcel Yunes, Moyl Cledera, Paula Fernandes, Paula Isabelle Souza, Paulo Cesar Correia Lima, Sabine Hegmann, Sajid Wajid Shaikh, Rich Tu, Halil Mete, illustrators; Samanta Martins, account manager.

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