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Food lovers were loading up on calories, and Fitness First wanted to help them burn these calories. Here’s how we did it. We tracked them through their food-related hashtags on Instagram, hijacked their food pix and converted these pix into mobile gym vouchers for them. #BurnThisMeal became our rallying call.
Advertising Agency: Ogilvy, Kuala Lumpur, Malaysia
Chief Creative Officer: Gavin Simpson
Creative Director: Rafael Guida
Regional Digital Director: Alex Lee
Art Director: Wong Chin Wei
Copywriter: Kok Lay Choon
Chinese Copywriter: Poon See Hian
Social & Content Strategist: Chong Wei Zhien
Social Media Executive: Wil Ong
AV Director: Eric Yan
Assistant Producer: Jennafinz Goonting
Designer: Lim Poh Yeng
Chinese Copywriter: Rudi Leung