Cutting Through the Bulls**t

There’s no right way or wrong way to work out, which is a sentiment we wanted to portray in our playful campaign for Gymbox, our debut work for the brand. 

The campaign follows a survey with over 2,500 Londoners and revealed that almost half of respondents (48%) cites outdated motivational fitness quotes as their biggest turn-off, followed by intimidating environments (21%) and body transformation images (16%).

We responded with our own take on fitness quotes, cutting through the nonsense and motivational commandments and positioning them as the lively alternative to the serious approach of many big gym chains.