Challenger fitness brand Gymbox has turned to the Great British public as it crowdsources the creative for its latest fake out-of-home ads that celebrate London’s hedonistic lifestyle.
The latest burst of activity from the gym chain continues the ‘Made for London’ campaign it launched earlier this year, poking fun at the capital’s notorious ‘work hard, play hard’ culture.
Londoners found the rhyming couplets too tempting, with many making their own suggestions. Taking inspiration from this, Gymbox called on its social media followers to share their best cheeky gym-related billboard lines, before producing a series of mock-ups bringing the best of them to life.
The crowdsourced suggestions include: ‘Left on read, time to shred’, ‘Nip into pret, drippin’ in sweat’ and our personal favourite – ‘Corporate w*nker, master planker’.
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The crème-de-la-crème of the user submissions will be further reviewed by the Gymbox creative team and brand and marketing director Rory McEntee with a view to including them on real-life London billboards.
“We were blown away with the response of the campaign earlier this year and we were inundated with suggestions on new lines,” said McEntee.
“As I’ve maxed out the budget for the year already, I thought let’s open it up and see if the public could come up with a better campaign than we did.
“I think the results speak for themselves but I’m not sure the media owners will enjoy them as much as me! Let’s see how many we can feature on OOH billboards.”
