• by Amy Corr , Staff Writer @MediaPostOTL, May 4, 2009

The muscles are no longer from Brussels. Viena, a restaurant chain in Brazil, ran a low-cost campaign inside its restaurants for the month of April to get customers inside its restaurants for the month of April.

The Viena Special is a large sundae loaded with ice cream, hot fudge, cherries and whipped cream. The restaurant played off the notion that the sundae is so heavy, a strong man is needed to carry the dessert to eager palates.

Lew'Lara/TBWA created an arm sleeve made out of foam that made an average arm appear incredibly muscular, to the point that the waiter's shirt was shredded because of the bulging bicep. Seeing the picture of the waiter sporting one muscular arm and an arm of average build reminded me of a character from the move "Lady in the Water," who only worked out the right side of his body, giving him an unusual body shape.

The promotion was inexpensive and clearly drew attention to the dessert as it was delivered to patrons. Presentation is everything, right?

The campaign took place throughout the main restaurants of the chain located in São Paulo.