The Companhia Athletica 2011 Ads Tells You to "Spend More Time on You"
Meghan Young — June 13, 2011 — Marketing
References: ddb & ibelieveinadv
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.
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.
Trend Themes
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Self-care Fitness — Opportunity for gyms and fitness brands to promote self-care and personal well-being in their campaigns.
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Long-term Lifestyle Changes — Emphasizing the importance of sustainable, long-term changes in fitness and wellness campaigns presents an opportunity for disruptive innovation.
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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
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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.
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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.
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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.
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