Execution

Naturegift, Thailand’s Diet-Aid coffee drink that burns fat when users follow a healthy eating plan, is launching a campaign “Thailand’s Biggest and Happiest Weight Loss Challenge”, aiming to recruit 500 people of all genders to collectively lose 2,554 kilos within 60 days without starving and excessive workout. Our task is to drive traffic to its website www.doodeemission.com and to recruit 500 people online to participate in the campaign within a month. Knowing that targets find weight loss—stringent diets and excessive exercise—suffering but still have little faith in non-exercise weight loss, we need to stir targets’ curiosity with a challenging yet simple idea that can change their perception and drive them to the website. In Thailand, a tight belt is positively associated with a slim figure: the tighter the belt, the slimmer the figure, no starving and sweating attached. Our strategy is therefore to create a huge buzz around the campaign with this strong Thai cultural symbol of belt tightening and slenderness. We transform common thick-squared giant buildings into shapely figures with a curvy waist and have them branded with the campaign name and website www.doodeemission.com. We wrapped two huge buildings with giant belts (black to represent the male figure and red for the female figure), and used visual techniques to make the buildings appear slim and shapely. The buildings are located at one of the most heavily travelled traffic areas in Bangkok (near the expressway) and gets up to 300,000 daily passers-by.