blowUP HUB, the creative department of blowUP media Benelux, and O2H Creative Solutions have realized a larger-than-life fitness station where passers-by on the busiest shopping street of Antwerp can lift and give fitness a try. Basic-Fit wants to help everyone making fitness a regular part of their lifestyle and has launched a striking new concept to do so.

To make Belgium enthusiastic about making fitness a ‘basic’, an easily accessible, fun and very special fitness strength equipment has been set up in the heart of Antwerp. In this way, passers-by will not only be enthused to flex their muscles whilst shopping, but also encouraged to make exercise a habit. It is Basic-Fit’s ambition to make fitness a basic and accessible for everyone. This creative campaign on the Meir is therefore a nod to the fact that, thanks to Basic-Fit, you really can exercise anywhere at any time. Moreover, participants of the activation all receive a free day pass to workout in one of their 220+ clubs (of which 150 are open 24/7) in Belgium.

blowUP HUB is the creative department of blowUP media, which assists and guides brands in creating innovative opportunities for (digital) campaigns and advise brands and media agencies on how (D)OOH campaigns can gain maximum consumer attention and engagement. This Basic-Fit campaign is a great example of a special build on a Giant Poster, which elevates the campaign to the next level.

This campaign is created by O2H Creative Solutions, Créaset | The Art of Visibility, Outsight, Abovo Media, Basic-Fit and blowUP media.