Monti Fitness: Lunch break

The lunch break is over. Come and burn off what you ate.

Background
Monti Fitness is the only gym in the “Rione Monti” area of Rome, a neighbourhood full of typical Italian restaurants.
Challenge
Promote the gym in the neighbourhood and increase the number of members.
Solution
In order to reach people when they’re thinking about their weight the most (after lunch), we printed a series of exercises on the back of restaurants receipts with an accompanying message inviting them to come and “burn off their meal”.

Advertising Agency: Saatchi & Saatchi, Rome, Italy
Creative Directors: Agostino Toscana, Alessandro Orlandi
Deputy Creative Directors: Manuel Musilli, Laura Sordi
Art Director: Daniel James Ieraci
Copywriter: Leonardo Cotti
Released: January 2010

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5 comments

sirvan's picture
sirvan
29870 pencils

Very similar to the previous "calories on the receipt" concept from last week.

+++

"I love some things, and don't love some other things."

atb2005's picture
atb2005
13567 pencils

This is superior to the calories on receipts approach. It's less risky for the restaurants (after all, you'd want them to be part of this initiative). Read my comment on the "calories on receipts" page to find out what I mean.

Girlcalledjohn's picture
Girlcalledjohn
16 pencils

Something missing...where's the idea?
You eat a lot=you've got to burn a lot in our gym? really poor

atb2005's picture
atb2005
13567 pencils

Why would that be poor? You gain weight by eating. To lose weight or control your weight, you need to do what? Exercise.. Thus this "stunt" makes perfect sense. On a different note, I want to see this at ALL junk food establishments! LOL

Dzsoi's picture
Dzsoi
5268 pencils

Why do you need those exercise drawings? Headline, name, logo, location etc. would be enough. Or put there a similar chart we see on the front side with the names of exercises and no. of repetitions / no. of series.

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