Sparring Partner Gym

By the curious looks you see on the faces of the people in this Italian street, the guerilla campaign for Sparring Partner Gym is pretty effective.

The campaign which was concocted by the Leo Burnett Ad Agency, Italy; cleverly uses transparent billboards of people exercising their biceps by hanging from a bar. The vertical billboards appear to the casual passerby as if a real person is actually hanging on this bar/rope between the buildings.

Photography by Daniela Dirienzo with creative direction by Licia Martella and art direction by Hilde Capra.