The Ukrainian ad agency MEX developed this clever packaging design for bread. Normally eating a lot of bread won't lead to six-pack abs, but these boxes of protein-fortified bread include coupons for a local fitness center.
The campaign was a huge success. Bakeries sold 2,996 packages in the first month. 658 people used the coupons to take a trial exercise session, of whom 217 signed up for memberships.