Fitness First - Wait Watching

No more living in denial about the size your waist line - thanks to this fantastic albeit terrifying guerilla marketing initiative from the health club chain Fitness First. Unsuspecting commuters in the Netherlands are faced with viewing their body weight in bright lights - quite literally - when they take a seat at this Rotterdam bus stop. Scary to say the very least but extraordinarily clever and guaranteed to increase membership numbers at the local Fitness First. The brainchild of Netherlands agency N=5, the initiative takes the concept of guerilla marketing to whole new level. - Lisa Evans