People who want to stay slim usually drink dietetic beverages, but do not take in consideration that they also need to exercise in order to accomplish the task. When customers ordered a dietetic beverage in a restaurant or pub, they received a cup branded GARAGE with a picture of an exercising man and the message: "In order to stay slim you also need to sweat". In a few seconds the cup began to "sweat" and created a sweating affect on the picture, which attracted the customers' attention to the message.
This professional campaign titled 'Be prepared to sweat' was published in Israel in January, 2013. It was created for the brand: Garage Fitness Club, by ad agency: McCann. This Direct medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted almost 10 years ago.
Advertising Agency: McCann Erickson, Tel-Aviv, Israel
Creative Director: Sigal Abudi
Art Director: Liran Elias
Copywriter: Dror Lavi