| Title | Back |
| Agency | McCann-Erickson Singapore |
| Campaign | Back |
| Advertiser | Dr. Stretch |
| Brand | Dr. Stretch |
| Date of First Broadcast/Publication | 2017 / 3 |
| Business Sector | Alternative Medicine & Homeopathy |
| Philosophy | Dr. Stretch is a Japanese based company that provides professional body stretching techniques to increase recovery and maintenance of core strength. Developed in the U.S. and used by Major League Baseball teams for the Boston Red Sox, it improves performance and is now commercially available. The task was to launch the franchise in Singapore at key retail malls. We created an arresting campaign in a visually crowded retail market by physically creating muscle structures out of real rubber bands. To achieve the perfect anatomy structure of the human body, the model maker spent days molding and hot gluing single strands of rubber bands to create the final muscle sculpture. Without the need for much photographic retouching, these muscles structures, under the dramatic studio lighting captured a life-like anatomy. The only fine-tuning was the adjustment of the color and removal of a few glue marks. In a world where overly retouched and completely 3D images are created to bring an idea to life, this was a refreshing approach to achieving our goal with straight photography. |
| Media Type | |
| Account Director | Hajime Narita |
| CEO | Nicholas Handel |
| Creative Director | Peter Hibberd |
| Creative Director | Alfred Wee |
| Copywriter | James Keng Lim |
| Art Director | Beng Wee |
| Retoucher | Darren Soong |
| Designer | Xin Yi |
| Art Buyer | Kirby Ho |
| Photography Studio | Teo Studio Photography, Singapore |
| Photographer | Teo Chai Guan |