Baie slim

"Some key elements within the campaign include: 'caution' signs outside/inside cellular stores signifying 'sliding surfaces ahead', 'slim' posters in gyms that emphasise its thinness, as well as ultra-thin hotel key cards and parking garage tokens," says Lobedu Leo Burnett group heads Edirn Altern and Nicole Solarsh.

"By placing our advertising in the right environments, we developed a cut-through campaign with strong results."

The creative team responsible for the campaign are: executive creative director Vanessa Pearson; group head through-the-line art director Edirn Altern; group head through-the-line copywriter Nicole Solarsh; and Waheed Nagia for DTP.