Crunch Fitness wanted to offer people a teaser-membership at exactly moment they needed it the most.

So we created paper plates and bags that held secret coupons, coupons that could only be revealed by shameful amounts of dripped grease, and distributed them to small pizza shacks, fry bungalows and cheesesteakeries throughout New York, Miami and San Francisco.

(Because you're wondering, the mouth watering object in the third slide is a sausage, egg and cheese hoagie)