Every Body Builds

Gym culture codes “bodybuilder” as something elite and intimidating. So, we’re going to reclaim the term and redefine what a body builder is.

That anyone putting in the work to build their body is, literally, a body builder.

OOH

ACTIVATIONs

PHOTOBOOTH

We then invite Gold’s Gym members to claim the title for themselves through an in-gym photobooth. With prompts like This Is What a Bodybuilder Looks Like, the experience turns everyday gym-goers into shareable portraits of progress, proving that if you’re building, you’re already a bodybuilder.

BODYBUILDING CLUB

To round out the campaign, we extend the world of bodybuilding to more people. The Bodybuilding Club welcomes anyone building strength, confidence, or routine, proving that bodybuilding is for everybody and that every body belongs at Gold’s Gym.

THE TEAM

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IKEA