All work and no play make Jack a dull boy. The modern life has turned human into machines. Day in and day out, we strive to fulfill our duties as cogs in corporate machines. Home to office, office to home, it’s a routine that definitely helps our bank balance, but takes a heavy toll on health and fitness; the importance of which is undeniable. We must make time to indulge in a sport of our choice. This not only keeps the body healthy, but is vital for cerebral health as well.
Brazil is a country whose love for sports is evident from their success in soccer. Still, the people of Brazil need to implement physical sport in their daily lives. Giovanni + DRAFT FCB were given the task to create a print campaign for the RioSport Fitness Club. The challenge was to encourage people to take some time out of their busy schedules and indulge in sports and fitness. The agency succeeded in creating such a print campaign that was a head turner. The big idea was to break your daily shackles and revisit the sportsman inside you. The visuals show people from different walks of life rising above their workload and seizing the opportunity to play their favorite sport. One visual shows a hand wearing a boxing glove, tearing through loads of paper work. Another shows a feminine hand breaking away from the daily routine of feeding and caring for babies and holding a dumbbell. The punch line of the campaign is short and direct, “Sport still lives inside you“. This campaign is what advertisers call a clutter breaker. Attractive visuals and a prompting tagline makes one think. It compels us to believe that busy routine or not, we can make time for our own wellbeing. Below are the visuals of the campaign that is motivating and a moral booster.