To create a low-budget campaign for weight-lifting club "Metalac" from Zagreb, Croatia. The aim is to support the club's tradition while promoting athletic disciplines requireing weights. An actual 40 kilo weight was placed in front of a popular Zagreb shopping maill. Altough it looked like an ordinary weight, it was welded down to a pair of massive steel poles drilled deep into the ground, making it impossible to lift. As soo as the weight was positioned, it turned out to be quite an atraction. The action was well-received by the public eye and the number of new subscriptions for the club doubled within a couple of weeks time.
Agency: Luminus Creative Zagreb, Croatia.