Attracting trialists by not being like Dave.
Outdoor fitness client, British Military Fitness, gave us the opportunity to pitch for its 2016 creative work, challenging us to come up with a concept that would push the boundaries, drive brand awareness and ultimately encourage people into the parks.
In response to the brief, we wanted to emphasise what BMF is all about: fun. In a bid to challenge some of the misconceptions, using the ‘Be Like Bill’ memes as our reference point, we created and filmed a series of characters that go to ridiculous, and yet futile, lengths in the name of ‘exercise’.
The end result was a series of bold, funny and engaging videos, memes and GIFs that were rolled out across YouTube, social and paid media.
In just six weeks we achieved:
- Video viewed over 1.5 million times on social media in the initial six week period