| Filosofia | BMB has created a new print campaign for Gymbox, the London fitness chain, to relaunch the brand as an antidote to boring gyms - rolling out across OOH sites and across social media – timed as it re-opens on 12 April. In a bold start to the series of ads using Gymbox brand colours, the work features extreme juxtapositions of work out activities with playfully contrasting headlines. Gymbox offers more than 100 unique classes in London, across HIIT sessions to sword fighting classes, all in the same place. In the first ads, a dancer is pictured in the corner of a boxing ring accompanied by the line: ‘Where ballerinas come to box’. Another shows a bodybuilder on a pole with the line “Where powerlifters come to pole dance”. The sign-off is the campaign theme: ‘Gymbox. Anything Goes.’ The work will also celebrate the reopening of gyms on April 12th with a message welcoming back gym goers, for the first time since November last year. A tactical ad was added for the relaunch with the headline ‘Thanks Joe Wicks but we’re back and we’ll take it from here’ - maintaining the tongue-in-cheek positioning. New executions in the series will roll out during the rest of the year across various channels. |
