Launching the spring-summer line up and seeking to correct the misperception that doing sports is expensive, this campaign had some heavy lifting to do. The focus was on price, but that had to be balanced with the need to make exercise aspirational and desirable. The headline, “Now there’s no excuse. Starting aerobics is just $XX,” was a strong CTA to drive home the price message. In design terms, using perspective effects to artistically integrate the price element into the campaign made the price a seamless part of the lifestyle image, meeting the campaign targets in sales and branding.