The Companhia Athletica 2012 Campaign Judges Books by Their Covers

 - Jan 16, 2012
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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.