Jack

Gymbox: Start Line

London gym group, Gymbox recently challenged locals to a work out, championing its Anything Goes philosophy, even if only for a short sprint. The brand positions itself as an antidote to other, more boring gyms. No hang-ups, cliques, pressure or hassle; just a pure energetic, no-pressure ethos in the streets of London.

JACK, Pablo and Rock Soup Media created a streetside challenge by turning two billboards into a Gymbox workout. The interactive activation, named ‘Start Line’, was a 10 metre sprint, complete with a start and finish line, encouraging passersby to challenge their mates, themselves, or anyone up for a quick dash. Gymbox staff were on site with velocity speed guns so people could measure their speeds amongst themselves, as well as the qualifying times of Olympic and Paralympic athletes. Start Line reminded the streets of the brand’s core ethos – that working out should be as much fun as going out.