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The Sport Life Fitness Club Campaign Shows Bulging Bellies and Toned Thighs

 - Aug 29, 2012
References: g2 & ibelieveinadv
The Sport Life Fitness Club ad campaign shows how aquatic exercises can complement a person's lifestyle more than any other fitness routine out there. It reads, "Water fits you." This statement is highlighted by images of obese individuals who are slim and toned beneath the water with bulging bellies from above.

Conceived and executed by G2 Ukraine, an ad agency based in Kiev, Ukraine, the Sport Life Fitness Club ad campaign was art and creative directed by Andrew Ushakov with additional art direction by Konstantin Sen. A hilarious concept, it shows that those who have trouble running on the treadmill or lifting weights can benefit from low impact workouts in the pool. These fitness routines will still shape the body.