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Threadmill

Agency Network: 
Published/Aired: 
February 2009
Greenline Gym:  Threadmill
Greenline Gym Ambient Ad -  Threadmill

Description

To promote a well-being center, a communication activity was developed with the aim of establishing a presence in one of the places where people make key lifestyle decisions: the supermarket. The creativity was based on the idea of turning a check-out conveyor belt (feeding your food to the operator) into a treadmill (the classic calorie burner).

Ambient advertisement created by JWT, Italy for Greenline Gym, within the category: Recreation, Leisure.

Caption

Burn what you eat.

Advertising Agency: JWT, Milan, Italy
Executive Creative Director: Pietro Maestri
Creative Director: Bruno Bertelli
Art Director: Marco Viganò
Copywriter: Michele Picci
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Highest Rated

Guest's picture

99% of campaign about gym, bubblegum and flags are boring.

This one can't be considered the 1%

Guest
DJVassallo's picture

mmmm..... don't know, somehow it is not rounded... c'è qualcosa che manca Pietrino...

DJVassallo
Activity Score 243
Creative Director at Mozo Design for Marketing |

Hormone vs Neuron - Twitter

AmigoInvisible's picture

I love it.

I would only flip the panel of the threadmill to face the customers so that the belt mimics the same forward motion as that in real threadmills.

Right now, the person on the fake threadmill would be running backwards, which isn't seamless with the message of burning food "away" OR the natural way a threadmill works.

Also, not everything that you buy at the supermarket is food. Maybe you buy something else AND food (and with the availability of many more things besides food, perhaps you won't buy food products at all!), which stains the idea a little, but the idea is still very clear, and I am just getting very picky.

Great job and good luck!

AmigoInvisible
Activity Score 195
Guest's picture

Clever, i like it.

Guest
Guest's picture

cannes

Guest
Guest's picture

no chance.

Guest
Guest's picture

Well done, I'm jealous. Very clever.

Guest
Guest's picture

99% of campaign about gym, bubblegum and flags are boring.

This one can't be considered the 1%

Guest
Guest's picture

oh man, how intrusive is this ad. I can see customers being annoyed by this execution.

Guest
kurtberengeiger's picture

Good insight, relevant media and nice execution. Cheers.

kurtberengeiger
Activity Score 7327
Copywriter
hari.'s picture

clever

hari.
Activity Score 375
Copywriter at S&S |

Thats Some Bad Hat, Harry

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