There's no perspiration without motivation
What could be more motivating than the sight of our own VPTs being pushed to their outer limits as the stars of our brand new ad campaign.
Indeed if you’ve ever been on the end of a motivational VPT tongue lashing yourself, these ads hold double the appeal.
Top portrait photographer, Paul Murphy, created his own pop-up gym in South London, Gymbox Peckham, and for three days his camera was witness to the sweatfest to end all sweatfests. With every inspirational drop of it captured on film. Meanwhile, our ad agency, Grainger&Wolff, went in search of the words to match the pictures.
Now Londoners can be inspired to start the year as they mean to go on. The Gymbox message will be up all month on landmark poster sites around town and on the Underground, in Metro and in Time Out, and online – providing the motivation for every drop of your perspiration.
You never know, you could be so moved you could be the winner of next month’s sweat t-shirt competition.
Our 2016 Ad Campaign. Ideas by Grainger&Wolff, Photography by Paul Murphy, Wardrobe by Reebok, Sweat by Gymbox.