Ironage Calendar Athletes Keep Improving

This print campaign for sports drink Ironage provides a connection with three sport disciplines: athletics, cycling and swimming. A runner, cyclist and swimmer are shown straining towards their finish line. A calendar outline suggests that the competitors are heading towards faster times by the end of the month. The calendar campaign, produced for Grupo Petrópolis, won a Bronze Press Lion at Cannes International Festival of Creativity 2014.

Ironage Calendar print ad with runner

Ironage Calendar print ad with cyclist

Ironage Calendar print ad with swimmer


The Keep Improving campaign was developed at Y&R Brasil, São Paulo, by executive creative director Rui Branquinho, creative director Marcelo Fedrizzi, creative director Rafael Merel, creatives Luciano Sorrentino, Rodrigo Cunha, Cleber Cardoso, with photography from Getty Images, art buyers Monica Beretta, Stephanie Wang, production director Elaine Carvalho, group account director Luiz Villano, account director Diego Passos, planners David Laloum, Ana Kuroki, media planners Gustavo Gaion and Gláucia Montanha.

Filed under: Print