The Companhia Athletica 2012 campaign is all about looks. With the tag line, "What they see is what you are," it shows that a person doesn't have to work on their personality in order to be viewed as attractive to others. For instance, one of the print ads centers around a muscular arm that happens to form the word "macho" while underneath it being stitched away is the person's true identifier, "chicken."
Conceived and executed by DM9, an ad agency based in Brazil, the Companhia Athletica 2012 campaign may seem somewhat crass, but it does speak the truth. People often judge books by their cover. By working on their fitness, individuals will also be able to work on changing some of their inner setbacks.
The Companhia Athletica 2012 campaign was illustrated by Gustavo Victorino.
What Makes This Trend Stand Out
- Fitness Marketing
- Disruptive innovation opportunity: Develop advertising campaigns that emphasize the connection between physical appearance and inner growth.
- Body Positivity
- Disruptive innovation opportunity: Create marketing strategies that challenge the notion of judging individuals based solely on their physical appearance.
- Personal Branding
- Disruptive innovation opportunity: Provide tools and resources to help individuals cultivate an authentic and compelling personal brand that goes beyond superficial judgments.
Sectors Adopting This
- Advertising
- Disruptive innovation opportunity: Explore novel approaches to advertising that challenge societal norms and stereotypes related to physical appearance.
- Fitness
- Disruptive innovation opportunity: Develop fitness programs and services that promote holistic well-being, integrating physical fitness with mental and emotional growth.
- Personal Development
- Disruptive innovation opportunity: Offer innovative platforms or technologies to help individuals develop and project their authentic selves in a world focused on external appearances.
