Our brief was to develop PureGym’s first national campaign, in order to help the fitness operator move from an emerging business to a familiar brand with a strong following. Zephyr was to develop concepts, commission photography, fine tune the tone of voice as well as produce design for web banners, social media, outdoor advertising (billboards, A boards), leaflets and posters.

 

We chose to hinge the campaign on ‘excuses’, and used PureGym’s bubble graphic to highlight these excuses through speech. A friendly hand written font was also used, bringing in a sense of conversation.

We commissioned a photo shoot capturing ten ‘real’ people, who were PureGym members from around the country. PureGym isn’t a place for posers and models. It’s a gym that accommodates anyone, from any walk of life, with any type of body, goal and any brand of fitness kit. There was no airbrushing of blemishes and wrinkles, in fact quite the reverse. We enhanced the flaws in our models to ensure they truly came across as ‘real’.

 

By using real people, the bubble graphic, accessible typography and simple messaging we developed a formula that could be easily rolled out across a wide range of media nationally.

 

Since working with Zephyr the fitness chain has grown by 25%.

 

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