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Tennis Typeface Advertising

This Bodytech Gym Campaign Embodies Branding with a Bounce

— August 31, 2011 — Marketing
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.
Trend Themes
1. Sports-inspired Branding - Opportunity to incorporate sports elements into branding to appeal to emotionally invested target audiences.
2. Creative Typeface Design - Opportunity to experiment with typography by using unconventional design elements like colors, textures, and details to create unique and engaging advertising campaigns.
3. Appealing to Unlikely Audiences - Opportunity to attract new customer bases by targeting niche or unconventional markets, such as fitness enthusiasts who are emotionally invested in team sports.
Industry Implications
1. Fitness Centers - Opportunity for fitness centers to create engaging advertising campaigns that resonate with emotionally invested athletes.
2. Advertising and Marketing - Opportunity for advertising and marketing agencies to explore creative typographic designs that incorporate unconventional elements and appeal to target audiences.
3. Sports Apparel and Equipment - Opportunity for sports apparel and equipment brands to incorporate sports-inspired designs in their branding to connect with emotionally invested consumers.
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