Our Work

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


Attracting trialists by not being like Dave.