In a country of 20 million bodies, putting together a campaign to motivate everyone to suddenly start exercising, particularly when going to the gym has always been reserved for the privileged few, could be the mother of all challenges. Except if you’re Golden Gym, that is. They came up with a totally unique way of enticing a new, less probable market to try out their studios. How? As you can see in the video, they distributed “dream body” cover towels to the local barber shops, where the client’s head completes the picture. As your hair gets snipped you get to sit back and admire the body that could be yours – if you go to Golden Gyms. A truly innovative and highly memorable idea to capture the imagination of an indifferent target market.