| Philosophy | Gymbox breaks category norms with antidote to boring gyms in new campaign by Quiet Storm London-based fitness brand Gymbox demonstrates that working out is as much fun as going out, with its first campaign by agency Quiet Storm, which won the account in November last year. Quiet Storm has developed a new creative look and feel for Gymbox after the business moved from previous incumbent Mother. The new creative work brings to life what makes Gymbox different, showcasing that it’s the antidote to boring gyms, and injecting a sense of excitement to gym-going. An initial burst of Out-of-Home, print and social activity breaks on 14 th January, featuring four creative executions running across London Underground, rail, and out-of-home sites around London. Stations include Old Street, Cannon Street, Victoria, Convent Garden and Stratford. The campaign will continue until October, featuring a further eight ads in print and digital. Providing a distinctive visual identity and tone of voice, the work highlights Gymbox’s key strengths: the unique classes, the resident DJs, its top equipment and very personal trainers. The clean art-direction employs simple graphics and use of black on yellow (the Gymbox colours) to truly stand out. Designed to be provocative and distinctive, the copy includes lines such as “Get your heart rate above 150… legally” and “Be great in bed… you’ll sleep for days after our classes”. |
