Gymbox OOH Activation Challenges Londoners to sprint

The campaign from Pablo features two billboards and a velocity speed gun to decide the fastest participant

By Creative Salon

18 September 2024

London gym group, Gymbox is challenging locals to work out while communicating its ‘Anything Goes’ philosophy, even if only for a short sprint, using a unique out-of-home activation.

The brand positions itself as an antidote to other, more boring gyms, and to continue that it challenged Pablo to bring to life the brand’s philosophy alongside promoting the belief that working out should be fun.

The solution was to issue a streetside challenge by turning billboards into a Gymbox workout.

The OOH activation, ‘Start Line’ shows both a start and finish line spread across two billboards, encouraging passers-by to challenge their mates, themselves, or anyone who's up for it to a 10-metre dash. Showing potential gym goers there’s always fun to be had while working out and encourages them to start their fitness journey with Gymbox.

It follows the recent research from YouGov which found that a quarter of Britons think they could qualify for the 2028 Olympics if they start training today, and 6 per cent (400,000) say they could qualify for the 100 metre sprint according to YouGov research.

Gymbox will also be on hand with a velocity speed gun at the billboards so that people can see how their speed fairs against their friends, as well as qualifying times of Olympic and Paralympic 100m sprinters - which will feature on Gymbox’s TikTok and Instagram channels.

The billboards will be live for a week from 17 September just outside the Arsenal Emirates stadium, 45 Hornsey Road London N7 7DD.

Rory McEntee, brand and marketing director, Gymbox says: “We are the gym where anything goes – whether you're aiming for Olympic glory or just want to feel great in your own skin. No Hang-ups, cliques, pressure or hassle; we're bringing that energetic, no-pressure ethos to the streets of London. For the mirror, for your happy hormones, for a laugh, for best results, train your way and if that involves a quick 10-metre dash while going about your day, we’re here for it.”

Dan Watts, executive creative director at Pablo adds: “We’ve loved working with the team at Gymbox to bring to life the spirit of their brand - the antidote to boring gyms with this activation that shows that even on your morning commute you can get the blood pumping and have some fun at the same time.”