Academia Activa Design & Branding FAT TYPES by Y&R Sao Paulo


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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Brazil
Agency Y&R Sao Paulo
Creative Director Rui Branquinho, Pedro Cappeletti, Flávio Casarotti
Art Director Leon Valente
Copywriter Marina Erthal
Account Supervisor Valeria Ordonhez, Paulo Rodrigues
Typographer Alex Trochut
Released September 2011

Credits & Description

Category: Advertising Typography
Product/Service: GYM
Chief Creative Officer: Rui Branquinho (Y&R Sao Paulo)
Creative Director: Rui Branquinho/Flavio Casarotti (Y&R Sao Paulo)
Art Director: Leon Valente (Y&R Sao Paulo)
Copywriter: Marina Erthal (Y&R Sao Paulo)
Typographer: Alex Trochut
Art Buyer: Monica Beretta/Stephanie Wang (Y&R Sao Paulo)
Print Producer: Elaine Carvalho/Flavio Zamboni (Y&R Sao Paulo)
Account Supervisor: Valeria Ordonhez/Paulo Rodrigues (Y&R Sao Paulo)
Planner: Erika Kitabayashi/Adriano Eliezer (Y&R Sao Paulo)
Media: Gustavo Gaion/Marcello Bolla (Y&R Sao Paulo)
Client: Milene Musitano (Academia Activa)
Media placement: Poster - Gym And Press - 22 April

Describe the brief from the client
Activa Gym had to consolidate its brand in the fitness segment, and distinguish itself from the others in this market. Besides, it needed to show to old and new clients what the gym has to offer, as the benefits of being healthy and in shape.

Describe the challenges and key objectives
We needed to find a way to say that, when you are in shape, not only you feel better and healthier, but you also look great. Your inner beauty shines through when you are fit. One of our biggest challenges was how to talk to people about such a delicate subject. The objective was to make people show their beauty, which sometimes is hidden when we are out of shape.

Describe how you arrived at the final design
In partnership with the Spanish designer and typographer Alex Trochut, we created 'The Fat Type', a new and different font that would slowly slim down in the ad. When it was fat, you couldn´t read the phrases: pretty face, good shape and sexy hips. As they lost weight, people were able to identify them. The target was to stimulate people to 'show their hidden beauty', which, in many occasions, is overshadowed by a sedentary body. So, your inner beauty shines through when you are fit.

Give some indication of how successful the outcome was in the market
The posters drew a lot of attention, especially due to its unusual typography. They also encouraged people to show their hidden beauty, raising the students attendance level at Activa gyms. Initially, the posters were displayed only at the gyms and then they were shown at other places, such as malls and women´s clothing stores. Later, they became ads in magazines and newspapers.