The World Gym 'Run Away' ad campaign encourages lazy and unfit people to get their act together by setting up unique traps around the house. As though trying to capture a large animal, these traps are quite primitive. Nevertheless, they send a strong message as to who they are appealing to. From televisions suspended over a tub of popcorn to an armchair tilted over a video game control, the images signal a big change to come.
Conceived and executed by 9mm Propaganda, an ad agency based in Florianópolis, Brazil, the World Gym 'Run Away' ad campaign was art directed by Ramiro Pimentel with creative direction by Alexandre Guedes. The scenarios, which are at once hilarious and serious, were illustrated by Mano Pimentel while the simple copy was written by Anderson Nascimento.
Lazy Person Trap Ads
The World Gym 'Run Away' Campaign Encourages People to Get Fit
Trend Themes
1. Fitness Motivation - Creating ad campaigns that use unconventional and humorous methods to motivate lazy and unfit individuals to exercise and get fit.
2. Primal Traps - Using primitive and visually striking traps in ads to convey the urgent need for change and cater to a specific audience.
3. Disruptive Messaging - Crafting ad campaigns that combine humor and seriousness to send a strong message that resonates with the target audience.
Industry Implications
1. Advertising - Opportunity for ad agencies to develop innovative campaigns that challenge traditional fitness advertisements and inspire action.
2. Fitness and Wellness - The chance for fitness and wellness brands to adopt unconventional marketing tactics to engage and motivate a larger audience.
3. Creative Services - Providing design, art direction, and copywriting services to create impactful and unique ad campaigns for brands looking to disrupt traditional messaging.