There is a 'yin yang' appeal to the O2 Wellness Club ad campaign that hones in on contradictory states of being, yet not in a way that is complementary. Instead, the campaign encourages people to 'flip your life,' as it reads, in order to feel better on a variety of levels. This statement is impressively illustrated by showing a woman's complete transformation from big and slouchy to trim and tall.
The O2 Wellness Club ad campaign was conceived and executed by Leiaute, an ad agency based in Salvador, Brazil. It was art directed by Roberto Lemos with creative direction by Rodrigo Soares and Victor Azevedo. The comparative image was shot by photographer Natan Fox and retouched by Desconstrutora.
Yin-Yang Fitness Ads
Th O2 Wellness Club Campaign Urges People to 'Flip Your Life'
Trend Themes
1. Contradictory States - The Yin-Yang Fitness Ads campaign hones in on the contradictory states of being, creating a disruptive innovation opportunity for a wellness product that tackles both sides of the spectrum.
2. Transformation Challenge - The 'Flip Your Life' statement in the Yin-Yang Fitness Ads creates a challenge for consumers to undertake their own transformations, creating disruptive innovation opportunities for personal training and nutrition programs.
3. Visual Contrasts - The comparative imagery in the Yin-Yang Fitness Ads demonstrates the dramatic contrasts of transformation, creating a disruptive innovation opportunity for before-and-after visual platforms for wellness and fitness brands.
Industry Implications
1. Fitness - The Yin-Yang Fitness Ads campaign provides an innovation opportunity for the fitness industry to adopt a holistic approach and provide solutions for both the yin and yang states of wellness.
2. Wellness - The 'Flip Your Life' challenge presented in the Yin-Yang Fitness Ads provides an innovation opportunity for the wellness industry to create programs that address both physical and mental wellness.
3. Advertising - The Yin-Yang Fitness Ads campaign offers a visual marketing strategy that effectively conveys the benefits of transformation, creating an innovation opportunity for advertising agencies to adopt a comparative imagery approach.