The goal was to get overweight people interested in trying the fat burning courses of the Future Sports fitness chain. Because here, everyone can get in shape. They pasted over the red points of reference on public city maps with much bigger red dots to tell overweight beholders "You are here. It's time to lose weight" Anyone, who then sent "I am here" as a text message to a certain number, received a GPS-generated route description to the closest Future Sports Gym around. Plus: anyone who followed the mobile instructions got a 20% discount on the courses.
Agency: DDB, Germany.