Show guys that in order to look good they have to sweat during their workout. And with Gillette deodorant they can sweat all they want without the odor. To prove our point we created "The City is your Gym" campaign. We turned entire cities into gyms to show guys how to give everything, without the odor. This integrated campaign included: TV, a PR stunt, online, print, posters and a mobile app.
To promote our gym events in Chicago, New York, and San Francisco we worked with several illustrators to create a series of posters that highlighted ways to use the city as a gym.
The urban Trainer App was created as a way to get people to start using their city as their gym, unlock certain areas, and compete with others and themselves to beyond and beat their best.
We created a series of events in cities across America that let users try out and learn what they could use in their city for a workout. Things like: scaffolding, light posts, bus-shelters, park benches, even newspaper receptacles and fences.