It takes a second to decipher the message behind the Bodytech Gym campaign (especially if you don't understand Portuguese), but it quickly becomes clear that the collections of letters assume the colors, textures and details of three different types of balls. The first suggests a tennis ball, the second is a basketball and the third hints at the patchwork pattern of a soccer ball.
"You have to love the game" is spelled out in all three of these prints by Minha Comunicação of Rio de Janeiro, Brazil, appealing to a target audience that's invested in athletics on a more emotional level. There's an obsessive culture behind following team sports such as these, and a reminder of that may make this Bodytech Gym campaign successful for an otherwise unlikely crowd of fitness center members.
Tennis Typeface Advertising
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