NON-TRADITIONAL

Get Fired Up Global SS19

The purpose of this campaign was to drive awareness for Gymshark during Fashion Week.
As established experts in the market, Gymshark were familiar with influencer marketing, so we needed an innovative approach to establish their relationship with fashion week and true talent.

We began by researching consumer habits and discovered that whilst 1 in 3 accounts on Instagram follow a sports-related account, fitness content only averages 1.05% ER - showing a disconnect between high interest and a current lack of engaging content. Additionally, over 28% of users prefer watching real-time sports content to verify a products’ performance in-action.

Consequently, we created a mechanic to infuse these demands by activating a live brand experience called ‘Get Fired Up.’ The event was held in Paris, New York, London and Milan to target the key fashion week capitals and enable talent to experience a high-intensity fitness class, taught by elite, athletic professionals, organically promoting Gymshark attire.

Overall, the campaign delivered 2.5M impressions, achieved by 243 talent, who co-created 203 pieces of content at 6.08% ER. 50% was free, organic content and the activation allowed talent to truly connect with their audience, enhancing a 1:1 approach on a global-scale, during a live event.

CREATIVE AWARDS

PRINT

Editorial/Personal

Editorial/Personal
SUPERVISION
Editorial/Personal
MAKING PICTURES
Editorial/Personal
APOSTROPHE
Editorial/Personal
ALYSSA PIZER MGMT
Editorial/Personal
PAT BATES & ASSOC.
Editorial/Personal
SUPERVISION
Editorial/Personal
ALYSSA PIZER MGMT
Editorial/Personal
RAY BROWN REPRESENTS
Editorial/Personal
APOSTROPHE
Editorial/Personal
ADB AGENCY x SAVVIE
Editorial/Personal
LOOKING GLASS FILMS
Editorial/Personal
WSM
Editorial/Personal
ANDERSON HOPKINS
Editorial/Personal
DAY REPS
Editorial/Personal
LOOKING GLASS FILMS
CREATIVE AWARDS

PRINT

Advertising

Advertising
HYPERIONLA
Advertising
SEE MANAGEMENT
Advertising
CA1 CA2 CORNELIA ADAMS
Advertising
APOSTROPHE
Advertising
BERNSTEIN & ANDRIULLI
Advertising
ADB AGENCY x SAVVIE
Advertising
ALYSSA PIZER MGMT
Advertising
MAKING PICTURES
Advertising
DAY REPS
Advertising
SEE MANAGEMENT
CREATIVE AWARDS

PRODUCTION

Advertising

Advertising
GABY CORRÊA PRODUCTIONS
Advertising
JN PRODUCTION
Advertising
HYPERIONLA
Advertising
JN PRODUCTION
Advertising
MS4 PRODUCTION
Advertising
GABY CORRÊA PRODUCTIONS
Advertising
MS4 PRODUCTION
CREATIVE AWARDS

NON-TRADITIONAL

Social

Social
SUITE SPOT
Social
SUITE SPOT
CREATIVE AWARDS

NON-TRADITIONAL

Experiential

Experiential
IGLOO VISION
CREATIVE AWARDS

POST PRODUCTION

CGI

CGI
ANDERSON HOPKINS
CGI
CURVE DIGITAL
CGI
STEELWORKS
CGI
INDUSTRIAL COLOR
CGI
BERNSTEIN & ANDRIULLI
CGI
INDUSTRIAL COLOR
CGI
STEELWORKS
CGI
RAY BROWN REPRESENTS
CREATIVE AWARDS

POST PRODUCTION

Retouching

Retouching
DTOUCH CREATIVE
Retouching
DTOUCH CREATIVE
Retouching
HAPPY FINISH
CREATIVE AWARDS

SPECIAL PROJECT

 

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