It's one thing for a brand to support a consumer's active lifestyle, but with its public rock climbing billboards, Powerade takes fitness to new heights by inciting action on the spot.
The Powerade Workout Billboards were stationed on the streets of Berlin, challenging people to put their bouldering skills to the test. In addition to testing the public's ability to climb, other billboards in the series serve as stations for lifting weights and punching. After working up a good sweat, Powerade helped to quench thirst by giving out free samples of its drinks to replenish energy levels.
As well as calling out to those who would happily get active at any given chance, the playful billboards appeal to people of all fitness levels to reiterate Powerade's "You Have More Power Than You Think" tagline.