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The Sport Life Fitness Club 2013 ad campaign revolves around a type of vacation few would want to be apart of. It urges people to “escape the belly island” by adopting healthier choices in their lives, namely by joining this particular fitness club. Hilariously illustrated by artist Annabella Orosz, the images paint a rather sad picture on a sunny day.
Conceived and executed by G2, an ad agency based in Kiev, Ukraine, the Sport Life Fitness Club 2013 ad campaign was art directed by art directed by Vlad Moshenskiy, Virgiliu Andone and Andrew Ushakov. Although the campaign addresses a serious and touchy subject, it does so in a lighthearted manner that will have even the tubbiest person chuckling in no time.