The Brief

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Create a print ad that positions Baycrest as a champion of brain health, encouraging the adoption of lifestyle changes that can help prevent cognitive decline and promote healthy aging.
 

The Idea

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People often underestimate how small, everyday actions can have a lasting impact on brain health. With a small resistance band attached to both pages, we transformed the simple act of flipping through a magazine into a quick workout. Requiring readers to use their muscles to fully open the spread and reinforcing the links between physical fitness, brain health, and a happier future.