The city is your gym

Creative Lead | Agency Lead

99.99% of all sweat happens when people train and prepare for something. It made sense for Gillette deodorants to become a brand for training by launching an urban movement that used city structures like stairs, light poles, and bus stop shelters as improvised gym equipment. The experience got us over 300 million organic impressions.

Turning city maps into gym locations:

Workout routine posters featuring city infrastructure: