Some of us need a rude reminder to keep pursuing our goals. Dimuto|Creative Partners (Guyaquil, Ecuador) cut through the fat and served up this direct message to “Control You Weight.” Otherwise, you might have been the one that cracked this bench – and you certainly haven’t been using GelaToni, a gelatin weight-loss aid.
During the Ecuadorian beach season, dimuto, GelaToni’s ad agency, targeted three areas in the Ecuadorean town of Salinas, including the beach, where weight really matters. Two other benches, which comprised wood and steeel, were placed outside a supermarket and a fast-food restaurant.
"We had to get GelaToni Diet brand to stand out by showing in a humorous, clever, simple and convincing way the havoc that someone can suffer when he/she doesn’t care about his/her diet," says dimuto’s Alejandro de la Puente Pinillos.