Instead of relying on boring images of tight abs, muscular arms and overall hard bodies, the Activa Fitness Center campaign plays with typography to convey the idea of health and fitness. Revolving around the descriptions 'good shape,' 'pretty face' and 'sexy hips,' the fonts are seen to shed fat in order to reveal the tight typography underneath.
Conceived and executed by Y&R, an ad agency based in Sao Paulo, Brazil, the Activa Fitness Center campaign reads simply, "Show your hidden beauty." The print ads were art directed by Leon Valente with creative direction by Rui Branquinho, FlavioCasarotti and illustrations by Alex Trochut. A minimalist concept, it gets the message across in a direct manner while bringing to mind the outcome people can enjoy with exercise.