No Royal Deal

Daniel Westling is the country boy who moved to Stockholm, founded Balance, a gym for the rich and famouse, and there, maybe under some gym gear, he met Victoria, Crown Princess of Sweden.

Today he is married and called Prince Daniel. What a story.

Because he is a royal he is not allowed to work at Balance but he is still an equity partner.

But the gym needs new customers and its agency Berntzonbylund has made an outdoor campaign asking ”Ingen big deal?” (No big deel?) showing a fat belly.

McDonld’s, the place where you get a fat belly, thinks it’s a big deal. The Swedish business already use the tagline ”Ingen big deal.”

Magnus Brännström, marketing director at Balance, says to trade paper Resumé that if you exercise at Balance you can eat at McDonald’s. Well, that doesen’t matter. Balance has to quit the campaign.

Ad Agency: Berntzonbylund   

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