# Guerrilla Hanging Ads Sparring Partner Gym By Ayman | Published 2008-03-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sparring-partner-gym References: [arabaquarius.blogspot](http://arabaquarius.blogspot.com/2008/03/guerilla-ads-sparring-partner-gym.html) By the curious looks you see on the faces of the people in this Italian street, the [guerilla campaign](https://www.trendhunter.com/trends/legitimate-you) for **Sparring Partner Gym** is pretty effective. The campaign which was concocted by the *Leo Burnett* Ad Agency, Italy; cleverly uses [transparent billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood) of people exercising their biceps by hanging from a bar. The [vertical billboards](https://www.trendhunter.com/trends/decaf-billboard) 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. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 36% | Activity: 40% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What Makes This Trend Stand Out - **Transparent Guerrilla Ads:** Transparent billboards that use optical illusions to create realistic imagery present opportunities for businesses to creatively and effectively market their products or services. - **Street-level Marketing:** Street-level marketing campaigns that engage and captivate the community can generate interest and excitement around a brand or product. - **Immersive Advertising:** Immersive advertising techniques that use optical illusions and other creative approaches can generate buzz and excitement around a brand or product. ### Sectors Adopting This - **Advertising:** Advertising agencies and professionals can benefit from developing innovative and creative approaches to outdoor and guerrilla marketing campaigns. - **Fitness:** Gyms and fitness businesses can benefit from engaging and captivating marketing campaigns that generate interest and excitement around the benefits of exercise and a healthy lifestyle. - **Photography:** Photographers and visual artists can benefit from exploring innovative ways to use optical illusions and other techniques to create captivating imagery that tells a story and engages the viewer. ## Related on Trend Hunter - [Hyper-Local Gym Ads](https://www.trendhunter.com/trends/made-for-london-life.md) - [Ultra-Heavy Billboard Activations](https://www.trendhunter.com/trends/worlds-heaviest-billboard.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Streetside Challenge Billboards](https://www.trendhunter.com/trends/gymbox-start-line.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md)