# Burning Calories Campaigns Bleublancrouge's Gold's Gym 2011 Ads Chars Food for Fitness By Meghan Young | Published 2011-05-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/gold-s-gym-2011 References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/05/golds-gym-hot-dog-fries-hamburger-donuts/) & [bleublancrouge](http://www.bleublancrouge.ca) [Fitness ad campaigns](https://www.trendhunter.com/trends/dynamic-campaign) have become rather stale if you ask me, but the Gold's Gym 2011 ads have raised the bar. Instead of focusing on typical (and boring) images centered around hot, ripped bodies and fitness equipment, this series of [print ads](https://www.trendhunter.com/trends/outdoor-advertising-campaign) makes a simple statement in a direct and clever way: burn those empty calories. Put together by Montreal-based ad agency Bleublancrouge, the Gold's Gym 2011 ad campaign doesn't even have a slogan. Instead, it lets you interpret its meaning while still sending a rather clear message about health and fitness. I especially like how the Gold's Gym 2011 ad campaign focuses on [traditional junk food](https://www.trendhunter.com/trends/betterforyou-snack-campaign). ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 54% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Creative Fitness Ads:** Disruptive innovation opportunity: Exploit unconventional approaches to advertising fitness to attract attention and differentiate from traditional ad campaigns. - **Message-driven Advertising:** Disruptive innovation opportunity: Utilize simple and thought-provoking messages in ads to convey a clear and impactful statement about health and fitness. - **Interpretive Marketing:** Disruptive innovation opportunity: Create ads that allow individuals to interpret and engage with the message, promoting a deeper connection with the brand. ### Where This Applies - **Advertising:** Disruptive innovation opportunity: Develop unique and memorable advertising campaigns that challenge the conventions of the fitness industry. - **Fitness:** Disruptive innovation opportunity: Explore unconventional approaches to promote fitness through marketing, shifting away from traditional body-centric visuals. - **Food and Beverage:** Disruptive innovation opportunity: Collaborate with fitness brands to promote healthy food choices as a means of burning calories and maintaining overall fitness. ## Related on Trend Hunter - [Feel-Good Craving Campaigns](https://www.trendhunter.com/trends/cravings-im-crushin-it.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Empowering Fitness Journey Campaigns](https://www.trendhunter.com/trends/reform-the-rules.md) - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Weight Wellness Campaigns](https://www.trendhunter.com/trends/atkins-way.md) - [Regular Exercise-Encouraging Brand Initiatives](https://www.trendhunter.com/trends/zero-missed-workouts.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md)