The Drum Awards Festival - Extended Deadline

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Agency: Dinosaur
Date: Jan 2018
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For most gyms, January is their most important time for new member sign-ups. So how do you create a stand-out campaign in a crowded, competitive market, at the busiest time of the year?

To reinforce The Gym Group’s positioning as a gym-of-the-people – a gym for everyone, regardless of weight, ability or figure – Dinosaur created a campaign that would call time on all the usual gymspiration mantras that flood the market.

Delivered through a multi-channel, brand-response campaign to drive conversions while constantly building The Gym Group brand, the campaign set about challenging the "no pain, no gain" attitude we’ve become so accustomed to seeing. From digital out of home to social media, the campaign serves a tongue-in-cheek response to clichéd motivational fitness quotes, challenging gym stereotypes in the process.