HPRA - Zero Gains
Originally a social only campaign, which the client liked and then grew legs.
The brief looked to tackle the increasing use of anabolic steroids by young males. Steroid use has risen as young males feel social pressure to pursue the sort of perfect, sculpted body they see scrolling through their Instagram feed. The problem is they see these seemingly perfect snapshots without any of the ugly side effects.
More abs, just love the fact this poor man’s torso was up in the middle of Dundrum.
Instagram stories:
