Fitness Company: Shopping Bag

This shopping bag was given away to customers who purchased fitness accessories or supplements at any of the Fitness Company fitness centres and supplement stores. Every customer was turned into a walking advertisement with this shopping bag that gave the illusion of lifting a dumbbell. Customers and members asked for the bag at the Fitness Centers as they liked the attention while carrying on the streets. Surveys indicate an increase in awareness for the fitness centers and supplement stores of Fitness Company.

Advertising Agency: Publicis, Frankfurt, Germany
Creative Director: Gert Maehnicke
Copywriter: Merlin Kwan
Art Directors: Merlin Kwan, Annika Malz, Mia-Caroline Stirm
Fotographer: Peter Duettmann
Producer: Uwe Steinmüller

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18 comments

dsklan's picture
dsklan
1925 pencils

agency must be pretty desperate to send shopping bags to the award shows...

CABAZORRO's picture
CABAZORRO
355 pencils

Old and done...

tirthomitro's picture
tirthomitro
2758 pencils

this thing is so dated. i think i saw a similar one some 3-4 years back!

they showed me a picture & i laughed
dignity has never been photographed

vote4pedro's picture
vote4pedro
4601 pencils

Same agency and "creatives" ripped off the Panasonic nose trimmer campaign from Cannes.

dsklan's picture
dsklan
1925 pencils

ripping off old ideas is not the worst thing, juries often dont remember... but dont post them on aotw till the award season is over

vote4pedro's picture
vote4pedro
4601 pencils

No, it's not the worst thing. Rape and murder are definitely worse. But it might be worse than kicking puppies. Close call. But same neighborhood.

kleenex's picture
kleenex
29421 pencils

I like the shopping bag.

Hadrons's picture
Hadrons
5743 pencils

old concept new execution.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Wordfruit's picture
Wordfruit
1023 pencils

It's not ground breaking, and I think I'd prefer a regular bag myself; but if it worked, then I wouldn't knock it -- cheap, and they say people asked for them...

vlads's picture
vlads
539 pencils

very old, why insist man?!

adverlabs's picture
adverlabs
36 pencils

Old Concept.

But, why not use it as it is extremely effective.

Suggestion: Name of the company should have been big and bold to be easily readable.

dearturki's picture
dearturki
311 pencils

I trust Ivan!

MK6778's picture
MK6778
36 pencils

Yes you are right. This piece is from 2006.
It won numerous awards at that time.
And since its was never on AotW, no harm to see archive it here.

http://www.mobiusawards.com/awards/index.asp?PROCESS=Y&F_ENTRY_YEAR=20...

Maxads's picture
Maxads
60 pencils

This ad is brilliant.
If u look it up, its all over the internet since 2006.

designzero68's picture
designzero68
74 pencils

VERY COOL.

This is from the same agency as the Mini Trimmer – growing branches ad.
Picked up quite some awards if you google it. Is just a couple of years back already.

evikRAM's picture
evikRAM
349 pencils

Nice Creation

!! जय श्रीराम !!

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