Fatness levels

DESCRIPTION

Fitness First wanted to drive membership to its gym chain in the Netherlands at the time of the year when people were looking to lose weight and tone up in time for summer.

When people are trying to fit more exercise in their life, they are always told to start walking to work or get off the bus a few stops earlier and walk. Recognising this, Fitness First decided to target people at the bus stop while they were waiting for a bus. By teaming up with CBS Outdoor, Fitness First transformed the bus stop bench into a weighing device. Anyone who sat on the bench would have their weight calculated in kilos and this figure would then be displayed on the digital bus shelter billboard.

The work echoes work done by Electrolux last year where a billboard measured the level of noise in the surrounding area.

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