The Sport Life Fitness Club Campaign Shows Bulging Bellies and Toned Thighs
Meghan Young — August 29, 2012 — Lifestyle
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.
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.
Trend Themes
1. Aquatic Exercises - Disruptive innovation opportunity: Develop innovative water-based fitness equipment and technology to enhance the effectiveness of aquatic exercises.
2. Low Impact Workouts - Disruptive innovation opportunity: Create new fitness programs and equipment specifically designed for individuals with physical limitations or injuries.
3. Body Positivity - Disruptive innovation opportunity: Design inclusive advertising campaigns that celebrate diverse body types and promote a positive body image.
Industry Implications
1. Fitness Equipment - Disruptive innovation opportunity: Develop and market specialized aquatic fitness equipment and accessories.
2. Health and Wellness - Disruptive innovation opportunity: Integrate aquatic exercises into mainstream wellness programs and services.
3. Advertising and Marketing - Disruptive innovation opportunity: Utilize creative and unconventional storytelling techniques to promote fitness campaigns that challenge societal norms.
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