AYAMI: Beautiful campaign

Joby JMar 20 2010

For a woman, real beauty is measured not by the contents in the make-up bag, but by the achievements. That is why this beautiful campaign (that is also name of the campaign) from AYAMi suggests -- a new range of women’s sportswear. (AYAMi takes its name from the Japanese term for ‘feminine’, ‘colourful’, ‘design’ and ‘beauty’.)

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The campaign, developed by Amsterdam Worldwide, aims to promote the Spring-Summer 2010 collection, which combines the technical needs of serious runners with the design cues of current fashion trends.

The campaign features amateur female runners to convey the message in a genuinely beautiful way. The images were taken just when they stopped running. The campaign, through these real images, shows the beauty of determination, effort in exercise.

No doubt. No doubt. This is a beautiful campaign.

Via: inspiration room

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