National Physique Committee - NPC's for NPC
Over recent years, "NPC" has become shorthand for idiots who lack free will. To members of the National Physique Committee, it stands for something very different.
How could we help the bodybuilding community reclaim a term used by billions of gamers worldwide?


We replaced every NPC in a GTA 5 server with huge oily speedo guys obsessed with training for the NPC National Championship.

To spread the word, we partnered with a streamer who is both a body builder and a gamer (he's a real person look him up)

We then took it a step further and launched a challenge

Find the NPC champion, scan his QR code, win prizes

CREDITS:

ART DIRECTION:
Saul Birmaher

COPYWRITING:
Saul Birmaher

VIDEO:
Saul Birmaher
RECOGNITION:

The One Club Miami - 3x Bronze

AAF Miami - Gold, Silver

AAF Nationals - Finding out May 29th

Clios - Shortlist

Young Ones ADC - Merit
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