The Companhia Athletica No Fat Excuses ad campaign is very self-explanatory. It urges people to shed their excuses just like they would shed those extra pounds around their butts and bellies. Instead of being lazy and reactive, this ad campaign encourages people to be lively and proactive.
Created by São Paulo-based ad agency DDB, the Companhia Athletica No Fat Excuses ad campaign centers around three minimalist posters. Each one features a cartoonish man or woman who has had their problem area turned into a speech bubble. This speech bubble highlights some very common excuses such as "I'll make it my New Year's resolution." The campaign was art directed by André Vervloet with illustrations by Gustavo Victorino.