It is easy to drown in the everyday responsibilities of work and family life as well as the not-so-responsible static activities of video gaming, but the RioSport Fitness Club campaign shows that workouts can still reign supreme. As its tag line optimistically points out, "Sport still lives inside you." This belief is visualized by an arm and fist punching through a sea of stationery, baby bottles and video game controllers.
The RioSport Fitness Club campaign was conceived and executed by ad agency Giovanni + DRAFTFCB in Brazil. It was art directed by Felipe Gomes and Thiago Di Gregorio with creative direction by Felipe Rodrigues as well as illustrations and photography by Iluminata. The powerful print ads show that people have to learn to take care of themselves.