BBDO N.Y. and Brick Printed Some Dolls to Keep You From Canceling Your Gym Membership

By Patrick Coffee 

Are you kicking yourself right now for failing to work out this morning even though you totally told yourself you would last night? Are you beginning to think that the investment you made in a January gym membership might not have been the best use of your sadly limited disposable income?

BBDO New York and client Brick, or “New York’s largest and most luxurious CrossFit box,” came up with an interesting way to counter that totally understandable trend: collections of personalized “nesting dolls” of the sort often used to transport drugs, microchips or other such contraband in C-level action movies.

These dolls remind people why they joined Brick in the first place: to become smaller versions of themselves. Here’s the video case study.

That 80 percent number is not surprising, but it’s still a little higher than we’d anticipated.

The dolls are pretty cool–which is why, with all due respect to BBDO, Sao Paulo production company Visorama Diversões Eletrônicas is the star of this campaign.

The work includes a site dedicated to the dolls and the members who inspired them. If we were Luke, though, we might ask why our doll has some serious male pattern baldness when we still seem to have plenty of hair atop our own head.

Brick Luke 2

Regular exercise delivers quite a few benefits that have nothing to do with one’s weight…and, as that fake Coca-Cola study reminded us last year, diet plays a far larger role in any serious weight loss regimen.

brick dolls

But this is a pretty cool way to encourage new members to stick with it. The campaign includes print work and social media components like this exchange about necessary tools:

Deciding to step out of a comfort zone and begin his fitness journey, Brick New York Member Paul receives his Fit Nesting Doll.

Posted by Brick New York on Thursday, February 11, 2016


Agency: BBDO New York

Client: BRICK

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Associate Creative Director/Art Director: Bianca Guimaraes
Senior Copywriter: Rodrigo Linhares
Senior Art Director: Florian Marquardt
Director of Integrated Production: David Rolfe
Executive Producer: Neely Lisk
Lead Integrated Producer: Courtney Fallow
Photographer: Billy Siegrist / Koji Yahagi
Physical Designer/3D Model: Jeian Jeong
Type Designer: Marcelo Righini

Digital Production Company: Visorama Diversões Eletrônicas
Account Manager: Samanta Martins
Stop Motion Artist: Luciano do Amaral
2D Digital Animator: José Bessa
3D Modeling Artist: Elisa Branco
Illustrators: 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.