Passage Fitness First is a premier gym located in the heart of Belgium, offering the latest gym technology and personal training. Providing the best in sports and fitness classes and excellent customer service, this gym is one of the finest clubs in the city. The fitness chain had been recently acquired, and so a new brand was needed to inform the public.


The vision was to create an eye-catching stunt, informative and targeted specifically at the Belgian market. We needed to do something beyond just your average fitness advertising campaign – we were charged with the task of creating a memorable B2C initiative like no other. 

Concept Solution

We realised this vision by taking a tongue in cheek approach to the project. In a country famed for over 300 types of beer, what better way to grab a passer-by’s attention? We borrowed the famous Duval beer glass, with a fuller bottom and thinner neck, and placed the gym t-shirt over it. This playful twist on having a “beer gut” generated positive buzz, and gave the gym the opportunity to connect with the audience in a humours, interesting and creative way.  The right combination of playing up cultural nuances and effective communication, we gave Passage Fitness a campaign that positively affected it’s bottom line – no pun intended!


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