For modern man and woman, there are countless advantages to losing weight. This Pilates With Gerda campaign manages to condense many of these motivations into just a single fictional object which proves to capture consumers' undivided attention.
Concept Istanbul of Turkey actually created two print ads, but each of these operate independently with the same strong message packed inside. Both feature a handbag which has been bizarrely sewn from two different problem parts of the body.
A pale freckled bottom and a hairy belly make idea purses with the pudgy and saggy shapes sculpted by cellulite-abundant skin. "Carrying too much weight?" ask the pair of images in the Pilates With Gerda campaign, suggesting that for appearance and practical reasons, excess fat is best burnt off.