Gymbox: Mixed Martial Arts - New Ways To Break Yourself

Challenge:In order to recruit customers against an aggressive expansion plan in a very competitive market, we were tasked to convince fitness fans that Gymbox are not just another ordinary gym. With their club-like atmosphere, alternative exercise classes and unique spaces they are anything but routine.

Solution: Taking a brave stance and making it clear exactly who Gymbox caters for, we focused on the most differentiating feature of Gymbox – its unique classes. We steered away from category conventions and used the language of regular gym goers and a post-gym euphoric photography style to create the outdoor campaign: New ways to break yourself.