Switch your routine, Box

Agency Network: 
May 2010
Companhia Athletica:  Switch your routine, Box


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.

Print advertisement created by DDB, Brazil for Companhia Athletica, within the category: Recreation, Leisure.


Switch your routine for ours.

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bats's picture

Art wise good. idea?

Activity Score 75
Art Director
atb2005's picture

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.

Activity Score 13547
rajesh_keyaar's picture

good work

Activity Score 236
makelogobigger's picture

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

Activity Score 470
capywriter's picture

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

Activity Score 5513
Copywriter at Freelance
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