Gymbox: Cutting Through the Bulls**t, 2


Media Type:

Outdoor Outdoor




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 The campaign follows a survey with over 2,500 Londoners and revealed that almost half of respondents (48%) cites outdated motivational fitness quotes as their biggest turn off, followed by intimidating environments (21%) and body transformation images (16%).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.


Advertising Agency:

AMV BBDO, London, UK

Creative Director:

Prabhu Wignarajah

Creative Team:

Alex Duckworth, Jamie Chang, Prabhu Wignarajah

Design Team:

Daniel Mead

Agency Planner:

Tom White

Agency Account Team:

Alexandra Sandford Smith

Media Agency:

7 Stars, Jack Media


January, 2023

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