| Brand | VLCC |
| Product/Service | WEIGHT LOSS |
| Entrant | BATES PANGULF Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | BATES PANGULF Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | BATES PANGULF Dubai, UNITED ARAB EMIRATES |
Credits |
| Creative Director | Prasanna Hegde |
| Copywriter | Prasanna Hegde/Mriganka Kalita |
| Account Manager | Anoop Jose |
| Account Supervisor | Sanket Jatar/Nitin Puri |
| Art Director | Gopal Krishnan |
Execution
VLCC’s customized slimming programmes helps in losing weight without resorting to crash diets, strict exercise regimes, hunger suppressants, medicines or surgery. However, there was a perception that these slimming programmes are expensive and beyond the reach of many. We needed to inform our target audience that VLCC’s slimming packages start from a very nominal amount.
To demonstrate this, we put up a poster of an overweight person on a bulletin board. But instead of simply using a pin to stick the poster to the board, we used some heavy-duty duct tape thus exaggerating the overweight concept in an eye-catching manner.