vancouver fitness studio tight club athletics wants to save people from the typical new year’s resolution cycle by helping them see food and fitness in a healthier, more balanced light. creative agency rethink designed fitness class passes disguised as chip bags, chocolate bars, and pop cans for the club’s visitors.
chips became ‘salted regret’, a candy bar was named ’empty calories’ and the pop can became ‘carbonated defeat’. the empty junk food coupons were intended to catch people in their ‘moment of weakness’ as they broke their resolution reaching for that sweet or salty treat, and deliver the message that you don’t need to completely deny yourself the food you love to live a healthy life.
‘from experience, we knew that early february was when most people would break their new year’s resolution, simply because the resolutions they set are too restrictive,’ says keighty gallagher, tight club founder. ‘through this campaign, we wanted to engage people just as they’re about to break their resolution, and show them that by changing their relationship with food and fitness they can live a happier, healthier, more balanced life.’
‘there’s a lot of power in contrast,’ says ian grais, rethink founder and creative director. ‘by hiding these packages where people are feeling tempted by junk food, tightclub really stands out in a relevant way.’
designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.
edited by: maria erman | designboom
design news
kengo kuma unveils 'furniture that blends into the surroundings' at time & style amsterdam
#design
'I want furniture to be as understated as possible' - kengo kuma.
'I want furniture to be as understated as possible' - kengo kuma.
glas italia reveals art, craft and technology of their invisible designs
#design
titled ‘all the invisible’, glas italia's short film reveals the 'invisible' methods to achieving their intricate, seemingly impossible glass designs.
titled ‘all the invisible’, glas italia's short film reveals the 'invisible' methods to achieving their intricate, seemingly impossible glass designs.
virgil abloh transports classic VITRA pieces into the future in 2035 installation
#design
the installation showcases his vision of a home in 2035 along with three spin-off products that were developed in conjunction with the show.
the installation showcases his vision of a home in 2035 along with three spin-off products that were developed in conjunction with the show.
sir victor hotel in barcelona: an interview with baranowitz kronenberg
#design
designboom attended the ribbon cutting of the newest sir hotel in barcelona which takes inspiration from the city, the sea and its surrounding mountains.
designboom attended the ribbon cutting of the newest sir hotel in barcelona which takes inspiration from the city, the sea and its surrounding mountains.
I would have preferred the packages to read with the amount of exercise required to offset the indulgence… E.g. “1 Hour on the Treadmill Chips.”
Not sure the design lines up with the message they’re trying to get across – if it’s all about finding balance and not being too restrictive, I’m not sure why they’d show food such as chocolate bars as bad foods we shouldn’t be eating at all by naming it ‘sugar crash’. Surely they should be promoting having treats like this every so often if it’s based around balance? Maybe I’m missing the point but it doesn’t seem to link with the message behind the campaign at all.