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
patricia urquiola on her prolific and powerful oeuvre for friedman benda's 'design in dialogue'
#design
the architect and designer intimately discussed her inspiration, long-time collaborations, and joyful capacity for generating such a diverse body of work.
the architect and designer intimately discussed her inspiration, long-time collaborations, and joyful capacity for generating such a diverse body of work.
iris van herpen delves into creative collaborations for friedman benda's 'design in dialogue'
#design
the fashion innovator discusses a series of wide-ranging recent collaborations that have pushed the boundaries of her practice.
the fashion innovator discusses a series of wide-ranging recent collaborations that have pushed the boundaries of her practice.
philipp aduatz creates 3D printed concrete outdoor furniture
#design
the pieces are made out of concrete, based on white cement, integrating a combination of glass fiber rods and carbon textile reinforcement.
the pieces are made out of concrete, based on white cement, integrating a combination of glass fiber rods and carbon textile reinforcement.
how dassault systemes' 3DEXPERIENCE platform on the cloud aids sustainable innovation
#design
we spoke with tony parez-edo martin, french industrial designer and founder of paredo studio, about how the powerful tools help realize his ideas.
we spoke with tony parez-edo martin, french industrial designer and founder of paredo studio, about how the powerful tools help realize his ideas.
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.
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.”