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Brief
Create a campaign to enrich the social responsibility and add value to a exsisting brand.

Approach
A camaign called “Power-Shifting”. The idea is based on “The Green Revolution” technology which enable fitness club to power their health clubs using energy produced by its customers, which makes the health club conributes its power to the environment. I also created an outdoor event to raise awareness of LA Fitness’s social responsibilities.

 

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LA fitness is a UK based fitness club with more than 200,000 members.

 

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The Green Revolution is a new patent-pending invention that converts human effort generated during aerobic activity into clean, renewable energy.

 

 

 

 

 

 

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Outdoor Campaign There around twenty “Green Revolution” cycling machine will be installed in a truck. Club Members could join into this mobile spin class and perform their energy to the public—with a large number of connected balloons are launched to the sky with each balloon equipped with LED light and connected to the electronic system powered by this mobile spin class. The “LA PowerPerforming” will not only encourage people enjoy the green spin class but also will bring a spectacular perfomance in the night of London.

 

 

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Spining class truck design
left view

Spining class truck design
right view

 

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Spining class truck design
opend view


 

 

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This outdoor event is a massive structure reaching up towards the sky, composed of approximately 800 large helium balloons each of which contains microcontrollers and LEDs that create spectacular patterns of light across the surface of the structure, the electric power to support this performance all comes from "power shifting" spinning machines.

 

 

 

 

 

Website Campaign In the LA fitness website, I will create a membership energy account.
At the energy account page, it will be able to keep track of member’s personal workouts in the GYM (their energy carbon footprint) and measure their impact on the environment. The “Rank” system
also be considered in this page, depends on how much power that club members generated per month, they will get different title (tree hugger ,green hero and planet savior) and get the reward from club. (eg. free memberships and other discount ), thus makes the power generating more challenge and interesting.

 

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Based on the exsisting La fitness membership page,
click the green area to see the new features I designed.