The aim is that the image of the center reflects the importance of healthy lifestyle. In the conception elaborated by Because, messages are delivered in a special and astounding, however, easily interpretable way. In the ‘Be a superhero’ campaign launched for the newly opening Cross room, we used the lockers as a marketing surface. Clothes or particular tools of certain popular super heroes were placed in lockers. The doors of such lockers were replaced by a transparent Plexiglas, so the guests could glimpse the stuff of Spider Man, Superman, Hulk or Cat Woman.