Empty Calorie Coupons

For Tight Club – a Canadian fitness studio dedicated to shifting healthy living perspectives – we created coupons disguised as junk food packaging, and hid them in grocery and convenience stores across Vancouver in the first half of February.

The empty chip, soda, and chocolate packages were created to catch people in their “moment of weakness”, just as they were about to break their restrictive New Year’s resolution and reach for something sweet or salty.

Along with a code for a free fitness session, recipients received the message that by learning to live a balanced lifestyle with Tight Club, they didn’t need to deny themselves the food they love to live a healthy life.