Gymbox: You Can't Cheat On The Gym

AMV BBDO has created a new campaign for Gymbox, the unconventional London based fitness chain following a brief to disrupt the category and reinforce its brand position as the “antidote to boring gyms”. The campaign follows a survey with over 2,500 Londoners and revealed that almost half of respondents (48%) cites outdated motivational fitness quotes as their biggest turn off, followed by intimidating environments (21%) and body transformation images (16%). Gymbox has responded with their own take on fitness quotes as they cut through the nonsense and motivational commandments and positions them as the lively alternative to the serious approach of many big gym chains. Gymbox provides high quality training facilities and fitness classes in an inclusive and fun atmosphere that contrasts to the grunt and grind environment of other gyms. AMV’s work builds on the existing Gymbox “Anything goes” campaign using the same endline. The new out-of-home creative mimics graffiti, with clicheì motivational quotes about working out scribbled over and phrases that sum up the Gymbox fun and bold spirit. In one execution, the phrase “You can’t cheat on the gym,” is scribbled out and the words “which is lucky given your track record” are scrawled underneath. Launching this week, the campaign will run on London out-of-home sites and be supported with significant digital and social activity across Meta, TikTok & YouTube.