Companhia Athletica Gym: Switch your routine, Box

Switch your routine for ours.
www.switchyourroutine.com

It is common for people to change physical activity by sedentary lifestyle, spending hours in front of the computer or Televison. Now, the Companhia Athletica gym proposes a new challenge: why not do otherwise? This is the synthesis of a campaign created by DDB Brasil. The ads are a series of posters made by hand with pieces of electronics that were dismantled and turned into real sculptures. As an example, computer components that formed a boxer or TVs that became a weight lifter. The campaign was made in artisan way, taking about four months to be produced and completed in March of this year. This whole production process is in a hotsite (www.switchyourroutine.com) that brings all the project making of with videos, giffs and pictures of every detail, in addition to the ability of people to download posters in high resolution and share the project on social networks.

Advertising Agency: DDB Brazil
Creative Directors: Sergio Valente, Rodrigo Almeida, Renata Florio, Moacyr Neto
Creatives: Renata El Dib, Murilo Melo, Gabriel Sotero
Photographer: Ricardo Barcellos, Sergio Prado
Illustrator: Renata El Dib, Murilo Melo
Web producer: "Denis" Gustavo Alves
Programmer: Fernando Kreigne
Account Supervisor: Suzana Poli, Marcelo Balista de Macedo
Media: Valdir Vieira, Daniela Dib da Silveira
Art buyer: Clariana Regiani da Costa, Carmen Castillo

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5 comments

bats's picture
bats
75 pencils

Art wise good. idea?

atb2005's picture
atb2005
13567 pencils

I find the whole campaign a little too artsy, self-indulgent. It's original indeed, but still. I do appreciate, however, the amount of time and effort they put into these creations.

rajesh_keyaar's picture
rajesh_keyaar
236 pencils

good work

makelogobigger's picture
makelogobigger
417 pencils

nicely art directed. but its slightly too far fetched... the manner in which they utilised the lectronic components is interesiting, but as an idea, it slightly comes accross as Meh

STFU and Make the Logo BIGGER!

capywriter's picture
capywriter
5511 pencils

nice art, but I am looking for something in the idea that justifies the choice of artwork...

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