We have all seen those ads which show before and after images with dramatic differences in the after shot, whether it’s a miraculous spot cream or professional makeovers. The problem is we know these after images have been tampered with, so in the case below real life models were used, I wonder if this will catch on in other countries...?   

Power Vibes Studio asked TBWA East Africa to create awareness for their new gym, and to convince people that their weight-loss strategies and special equipment could really build a difference in the physique and fitness of their potential clients. But they had to overcome the perception that all ads are retouched in Photoshop.

TBWA proposed a real-life before and after demonstration showing the dramatic difference between a healthy and fit person, and someone not as fit. Two women of different physiques were dressed identically and walked side-by-side through local shopping areas. As they passed, their T-shirts read ‘before’ and ‘after’ on the back, with the ‘after’ shirt carrying the gym logo and the slogan, build a difference. 

Surprised onlookers had a bit of a chuckle as they saw the messages on the back of the t-shirts, and some asked for more information, with intentions of joining the programme. There was a 35% gym membership increase within a few days.  

The reactions to the women were filmed and can be seen in this video...