Gymbox: Gymbox. Anything Goes by BMB

BMB has created a print campaign for Gymbox to relaunch the brand as an antidote to boring gyms. It will roll out across out-of-home sites and social media, to time with its reopening on 12 April.

Using Gymbox brand colours, the work juxtaposes work out activities with playful contrasting headlines.

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.’