Last but not least: Slimmed-down advertising
In Belgrade, billboard columns are suffering from massive obesity. A fitness studio has taken advantage of this phenomenon.
Or more precisely: the McCann Beograd agency on behalf of the Fit Curves Gym. In Belgrade, it seems as if the cityscape is dominated by large billboards. They are thick because notices are not removed, but pasted over for years. As the most popular and most easily accessible spot seems to be in the middle of the pillar, the poor advertisers put on a lot of weight, especially in the stomach area.
This belly fat was then cut down with a chainsaw. And apart from the rather innovative idea, the considerable thickness of the stacked posters is particularly fascinating. It probably didn't take years, but rather decades, for this column to reach its "slaughter weight".
via AOTW
I wonder if the rest of the pillar was "trained away" after the campaign? At least in poster-making circles, the fitness studio would not have made many friends with this campaign... (hae)
