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Gymbox outdoor ads challenge clichéd January fitness marketing tropes


By Amy Houston, Senior Reporter

January 8, 2024 | 3 min read

The posters juxtapose different aspects of London life, including dating, clubbing, working late and the slog of the daily commute, with the workouts the gym brand offers.

Gymbox - New Year - 01

Gymbox's New Year campaign / BMB

Since landing on London’s fitness scene in 2004, Gymbox has made a name for itself with its eye-catching marketing tactics. With its latest out-of-home campaign, the brand captures the less glamorous and least liked aspects of living in the big city.

Based on the results of a member survey, the posters feature taglines such as ‘Faking it at 1am, Shaking it at 11am,’ ‘Wings at 2am, Legs at 11am’ and ’Commuter Slog, Downward Dog.’

There’s also the line ‘Gin Fizz, Gym Rizz,’ following the addition of ‘rizz’ to the Oxford Dictionary this year, to appeal to younger audiences.

“For our members, the gym represents only part of their lifestyle – the rest of it is filled with all the chaos that makes up London life. Our 2024 campaign is a celebration of having balance in everyday life and continues to challenge the cliché marketing that plagues the fitness industry,” said Rory McEntee, brand and marketing director at Gymbox.

“It’s the perfect way to embody the Gymbox approach to fitness. Londoners lead unique lives; they crave experiences, and people move here to live life to the fullest. This often means that our habits and lifestyle choices are oozing with all the yins and yangs – such as partying until the early hours, but still getting their workout in the next day.”

The campaign is running in London across key outdoor sites and will be supported with a ‘heavy’ digital investment across Meta, Google and TikTok through digital, social and influencer activations.

Created by agency BMB, media was handled by The7Stars, Jack Agency and Man From Uncle.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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