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’.
