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.

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.

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.