# Trimming Gym Campaigns The Companhia Athletica 2011 Ads Tells You to "Spend More Time on You" By Meghan Young | Published 2011-06-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/companhia-athletica-2011 References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/06/cia-athletica-gym-academy-spend-more-time/) & [ddb](http://www.ddb.com) 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](https://www.trendhunter.com/trends/zero-missed-workouts), 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](https://www.trendhunter.com/trends/cheeky-maccas), 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](https://www.trendhunter.com/trends/recess-you-dont-need-a-new-you). ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 38% | Activity: 22% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Self-care Fitness:** Opportunity for gyms and fitness brands to promote self-care and personal well-being in their campaigns. - **Long-term Lifestyle Changes:** Emphasizing the importance of sustainable, long-term changes in fitness and wellness campaigns presents an opportunity for disruptive innovation. - **Inclusive Fitness Messaging:** Brands can disrupt the industry by creating campaigns that encourage inclusivity and emphasize exercising for oneself, rather than others' opinions. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Empowering Fitness Journey Campaigns](https://www.trendhunter.com/trends/reform-the-rules.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Redirected Movement Campaigns](https://www.trendhunter.com/trends/15minuteweightloss.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md) - [Streetside Challenge Billboards](https://www.trendhunter.com/trends/gymbox-start-line.md) - [Joyful Workout Commercials](https://www.trendhunter.com/trends/dynamic-campaign.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Balancing New Year Campaigns](https://www.trendhunter.com/trends/recess-you-dont-need-a-new-you.md) - [Weight Wellness Campaigns](https://www.trendhunter.com/trends/atkins-way.md)