As the weather gets warmer, you will probably notice your gym becoming more and more packed as people get a jump start on the fitness wagon for those trips to the beach; enter the Companhia Athletica 2011 ad campaign. Although it advocates getting into better shape, I like that it sends the message "Spend time on you," so as to drive home the idea that you shouldn't be exercising for someone else's opinion.
Conceived by Sao Paulo-based ad agency DDB, the Companhia Athletica 2011 ad campaign cleverly links people's inert hobbies with gaining weight. By focusing on oneself, you live a little more as well without losing one's identity. Overall, the Companhia Athletica 2011 ad campaign embraces long-term changes rather than short-term goals.
Trimming Gym Campaigns
The Companhia Athletica 2011 Ads Tells You to "Spend More Time on You"
Trend Themes
1. Self-care Fitness - Opportunity for gyms and fitness brands to promote self-care and personal well-being in their campaigns.
2. Long-term Lifestyle Changes - Emphasizing the importance of sustainable, long-term changes in fitness and wellness campaigns presents an opportunity for disruptive innovation.
3. Inclusive Fitness Messaging - Brands can disrupt the industry by creating campaigns that encourage inclusivity and emphasize exercising for oneself, rather than others' opinions.
Industry Implications
1. Gyms and Fitness Centers - Opportunity for gyms to embrace the concept of self-care and long-term lifestyle changes, offering innovative programs and services that cater to individual well-being.
2. Advertising and Marketing - The advertising and marketing industry can disrupt traditional fitness campaigns by promoting inclusive messaging and focusing on promoting self-care and long-term lifestyle changes.
3. Wellness and Personal Development - Wellness industry can seize the opportunity to support individuals in their self-care journey by providing innovative products and services that prioritize long-term lifestyle changes.