The brand is Silberman's fitness center and its support media medium is a creative billboard. It is largely humorous making it memorable and effective as the moderately obese male looks like he is weighing down his side of the scale.
It is an outdoor advertisement poster of Floralp Butter. It has a single focal point as bread which is left only outline. It metaphor a situation that a person ate a slice of bread without outline because there is no butter.