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Water fits you, Lady

Campaign
Agency Network: 
Published/Aired: 
August 2012

Description

Print advertisement created by G2, Ukraine for Sportlife, within the category: Recreation, Leisure.

Caption

Water fits you

Advertising Agency: G2, Kiev, Ukraine
Creative Director: Andrew Ushakov
Art Directors: Andrew Ushakov, Konstantin Sen
Copywriters: Andrew Ushakov, Yuri Kabasin
Account Director: Olesya Leshchenko
Agency Producer: Sergiy Gryga
Production house: Gvardiya Film Production House
Executive Producer: Oleg Koshevoy
Postproduction: Gvardiya Post
Art Director: Artem Pluzharov
Producer: Irina Gaidamaka
Project manager: Alina Danilova
Photoproduction: Mordererstudio
Photographer: Alexander Morderer
Stylist: Tatyana Roubliova
Draft design: Olesia Morskaya
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Temple's picture

Unintelligible.

Temple
Activity Score 11341
Creative Director
Byte's picture
Byte
Activity Score 327
Art Director |

Byte!

Fernando Fernandes's picture

Melhor do que espelho!

Fernando Fernandes
Activity Score 1416
Creative Director at Criative Director \TBWA Bolívia
mangodebango's picture

As others have and will point out - a tired idea recycled.

And I have to say fitness & health does not automatically equate to body size. Here the logic and rationale of this campaign is flawed.

I much prefer the look of the shapely blonde above the water than the somewhat malnourished and possibly anorexic legs underwater. One could also possibly argue that both images are of normal people or conversely could be deemed unhealthy. But you really can't judge someone's health simply by their appearance.

mangodebango
Activity Score 19
Copywriter at Savannah College of Art & Design (SCAD)
andylefty's picture

Not sure.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
pierrelastname's picture

logic on the water is not right...it doesn't work.

pierrelastname
Activity Score 2869
Copywriter
tirthomitro's picture

water fits you!!!!!! fuck where's grammar??!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

bukaccio's picture
bukaccio
Activity Score 75
IMPACT/BBDO
Richa Agrawal's picture

no. terrible copy.

Richa Agrawal
Activity Score 324
Copywriter
zyazyaveka's picture
zyazyaveka
Activity Score 157
AimF101's picture

"Water fits you" - yeah, because it certainly appears as a 'water belt' from that advertisement.
I also agree with tirthomitro, where is the grammar?
Font size is far too small and silly mistake of putting it in white against the pale blue

AimF101
Activity Score 2
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