Interactive Advertising: Fitness First’s Bus Shelter

This is a mode of advertising that I fancy very much. No more general “Because you are worth it”, faking to make you special while it’s in fact targeting mass public.

In Rotterdam, Fitness First, an international chain of fitness rooms, has designed this really cool bus shelter a few meters away from their fitness room.

Although I value the originality of this design, I wonder to what extent the targeted audience would put aside their discomfort of displaying their weight in public for the pure appreciation of the creativity behind this advert.

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