Sports nutrition brand Bulk is looking to give its gym-obsessed customers a ‘legal’ advantage with its newly-released pre-workout supplement DOPE.
Devised by creative agency TMW, the new campaign will be centred around two vibrant spots that showcase the performance-enhancing powers of the brand’s new supplement.
The hero films will be additionally supported by provocative mobile out-of-home placements that include the copy: “Performance of a cheat, conscience of a saint” outside a church in London, and “Smash your workout, maintain your reputation” outside the Houses of Parliament.
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“Campaigns like this are fun to work on but not always easy to land, being provocative can be tricky! Bulk DOPE Pre-workout is an incredible product that required a position and campaign worthy of it. TMW helped us nail that,” Bulk CMO, Billie Bradberry said.
Directed by Arthur Lewin from Ecstasy of Gold, the films were produced in collaboration with Move Studio, TMW’s in-house production agency and mark the firm’s second campaign for Bulk since securing its account in 2023.
TMW chief creative officer, Graeme Noble added: “A bit like gym-goers, Bulk were looking for every performance advantage they could find. With a product like DOPE, we needed a campaign that stood out in the category and could deliver some impressive results – all entirely legally, of course.”
