London-based fitness chain Gymbox has kicked-off 2023 with a new campaign aiming to ‘disrupt the category’ and reinforce its brand positioning as the ‘antidote to boring gyms’.

Developed by creative agency AMV BBDO, the campaign marks the firm’s inaugural work for Gymbox since securing its account following a competitive pitch process at the end of last year.

From this week, assets will run locally across a range of out-of-home sites supported by ‘significant’ digital and social media activity via the Meta, TikTok and YouTube platforms.

Building upon Gymbox’s existing ‘Anything goes’ brand identifier, the graffiti-inspired creative tears down tired clichés by quite literally crossing them out – with new phrases that reflect the Gymbox mindset written in their stead.

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“When did gym culture get so serious and weird? AMV have done a great job at helping us cut through the bulls**t because there’s no right way or wrong way to work out. Working out should be as fun as going out and at Gymbox, we are about pure, unadulterated fun and self-confidence,” Gymbox brand and marketing director, Rory McEntee said.

“With this attention-grabbing campaign, we wanted to get across Gymbox’s unique approach to keeping fit and it really brings our messages to life, raising a smile and demonstrating a positive Gymbox attitude.”

The campaign was commissioned following Gymbox research that found that around half (48%) of Londoners felt that motivational fitness quotes were a major turn off.

AMV BBDO creative director, Prabhu Wignarajah added: “Getting to work with a brand like Gymbox is a gift – they have built an alternative to the typical dour, humourless gym chains and have created a fun, inclusive atmosphere. A fantastic brief like this deserves a great creative treatment.”