Agencies and industry influencers alike converged recently in the south of France for the 2015 Cannes Lions International Festival of Creativity. One of this year's winners was Cola-Cola Germany’s creative Powerade Workout Billboards activation, which took home a Bronze Lion in the Outdoor category.

The pop-up exercise installations, created with Ogilvy & Mather Berlin, invited everyday Germans to break a sweat and validate Powerade’s new “You Have More Power Than You Think” tagline.

Powerade Workout Billboard

Katia Luebbert, senior brand manager, Coca-Cola Germany, said the campaign “inspired us to do something unusual where people could prove they have more power than they think in everyday life… through fun workout billboards.”

Powerade Workout Billboard

The set of three interactive billboards – which were installed back in March in high-traffic areas of Berlin – included a lateral pull-down bar, a scrolling climbing wall and a punching meter. People of all ages and from all walks of life were encouraged to stop by for a mini workout and, of course, rehydrate with a thirst-quenching Powerade.

This short film captured a few highlights:

“Everyone was super excited and many people wanted to take part,” Luebbert said. “People loved the interaction the workable billboards created between them and the brand. There were some pretty amazing people… we loved the grandpa who outperformed himself."

She said a specialized set-building team – the same folks behind the 2014 Cannes Lion-winning Coca-Cola Minikiosk – spent three weeks building the specialty billboards from scratch.