ABOUT

Concept: Recruit new members for SureSlim, a weight-loss programme. Flyers usually end up in the bin. But losing weight is a decision. A decision to resist all temptation. So why not test it?

Execution: The Chocolate Flyer. An engraved, delicious bar of chocolate, sent out through health-conscious magazines. If you have the willpower not to eat it, bring it in and we'll reward you with a discount on a membership. If you don't, you've just learnt something about yourself.

Result: A Silver Loerie for media innovation.

Two facts:
1. The chocolatier was busy with a range of marijuana chocolates that we tried our best not to mix up.
2. SureSlim's best performer for the year was recruited via the flyer.

Copywriter and Creative Director: Kenneth van Reenen. Art Director and Creative Director: Brendan Hoffmann. Illustration: Dani Loureiro. Photography: TinToy Productions.