Westwoods Health Club

We helped Westwoods Health Club with a simple 'tongue in cheek' campaign using babies. We wanted to portray Westwoods as being different, we wanted it to be known as the family health club, we wanted to remove the perceived stigma associated and gyms and health clubs and we certainly didn't want to use the typical gym/keep fit images. We felt pictures of babies break down certain stereo types, with thought provoking headlines like "When was the last time you touched your toes?"