GYMSHARK INTERNATIONAL WOMEN’S DAY
Celebrating the women in our lives who lift us higher than we could ever be on our own.
THE CONTEXT
Our brief here was to create an authentic campaign that Gymshark’s female audience could relate to and be inspired by. To look beyond physical appearance. To highlight strength as a physical and mental attribute.
THE CONCEPT
The idea? Real stories from real people about ‘Real Lifters’. We wanted to celebrate the women who uplift us with a campaign that tells real people’s real stories, from within Gymshark’s community and out, from the perspective of those who have been ‘lifted’.
Assigned the International Women’s Day campaign for Gymshark, I (someone who has always identified as a man) recognised it was important to let the individuals we were showcasing tell their own stories. My role was to take their stories and craft them into scripted monologues about the lifters in their lives.
THE CONTENT
‘Real Lifters’ shone a new light on what ‘lifting’ can mean, communicating that being a ‘lifter’ is about more than just picking up weight, but being an uplifting presence in the lives of others. We communicated this through a series of storytelling videos, including one overarching campaign video, that was pushed across the marketing sphere.
HERO VIDEO
We combined the six individual stories and scripts into one compilation video that expressed what Gymshark believes it is to be a lifter.
STORY VIDEOS
Each of the stories we highlighted had its own individual video, telling the story of the ‘lifter’ and the ‘liftee’.
THE CREDITS
Copywriter: Harry Foley
Creative: Jo Bird
Producer: Neil Phipps
Videographer: Thom Williams