There is a 'yin yang' appeal to the O2 Wellness Club ad campaign that hones in on contradictory states of being, yet not in a way that is complementary. Instead, the campaign encourages people to 'flip your life,' as it reads, in order to feel better on a variety of levels. This statement is impressively illustrated by showing a woman's complete transformation from big and slouchy to trim and tall.
The O2 Wellness Club ad campaign was conceived and executed by Leiaute, an ad agency based in Salvador, Brazil. It was art directed by Roberto Lemos with creative direction by Rodrigo Soares and Victor Azevedo. The comparative image was shot by photographer Natan Fox and retouched by Desconstrutora.