Made for London Life

Agency: BMB


Disruptive London fitness brand Gymbox is gearing up to launch its latest out-of-home advertising campaign, illuminating what makes Londoners and their lifestyles unique.

Dubbed 'Made for London Life', the campaign cleverly juxtaposes key aspects of London life; from dating and clubbing, to working late or the slog of daily commutes against the workouts the gym brand offers.

Hitting London’s streets from 2nd January, the campaign will run across all of its gyms, as well as being supported by OOH billboards in key locations, flyposting and guerrilla marketing activity across London. Gymbox plans to invest heavily in digital, social and influencer support across Meta, Google & TikTok.

The campaign follows a survey of 2,000 gym members, which identified London gym goers’ favourite activities outside of exercising, with dating (34%), clubbing (32%) and eating out (15%) topping the list.

The survey also shed light on the less glamorous parts of London life, revealing members' least favourite aspects of living in the Capital; commuting (54%), long work hours (22%), and the soaring cost of London living (13%) topped the list.

Using these findings, Gymbox has captured the essence of city life, through taglines celebrating the madness of dating (‘Faking it at 1am, Shaking it at 11am’), the post-club munch (‘Wings at 2am, Legs at 11am’) and the mundanity of travelling for work (’Commuter Slog, Downward Dog’). The fitness chain also developed the tagline ‘Gin Fizz, Gym Rizz’ following the addition of “rizz” to the Oxford Dictionary this year, appealing to younger audiences as well as to target those on TikTok.

Overall, the campaign takes on the heartbeat of London, positioning Gymbox as the ultimate playground for those embracing the city's vibrant chaos and the familiarity of a ‘burn the candle at both ends’ lifestyle.

Gymbox Member Survey Results

Favourite London activities outside of exercising
Dating 34%
Clubbing 32%
Eating out 15%
House parties 12%
Nights in 7%

Least favourite aspect of living in the Capital
Commuting 54%
Working long hours 22%
London cost of living 13%
Grocery shopping 6%
Cleaning 5%

This professional campaign titled 'Made for London Life' was published in United Kingdom in January, 2024. It was created for the brand: Gymbox, by ad agency: BMB. This Integrated medium campaign is related to the Fitness industry and contains 9 media assets. It was submitted 3 months ago.


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