This is an interesting print advertisement campaign launched by the Athletic Company, Brazil. The campaign aims at urging people to join the club in order to bring the body into nice shape. Interestingly, the advertisements are showing struggle between the physical reality and people’s inner most desire to bring their body into shape. People with well shaped bodies, which are depicting the desire of a person, are being trapped in a contour of a fat body and struggle to come out of it. The advertisement has also shown the reasons that help people to gain weight.
The campaign was designed in such a way that conveys it message in a very simple manner. The presentation of the campaign too is very powerful and it does belong to self expressive genre of advertisements. Translation of the texts can be roughly put as, ‘give a chance to your inside body to be free of you’, ‘Find the shaped body hidden in your scale’ and ‘Take your own weight off your shoulders’. The campaign was developed by DM9 DDB, Brazil.
Via Twenty Four
