An interesting student campaign called ‘The Real Player Mode’ published in Colombia, Ecuador and Peru in September 2022 was developed for fast rising sportswear brand Gymshark and sought to build the brand’s links with and connections to some of the world’s 3 billion gamers – many of whom love sports video games, but don’t actually play sports.
The challenge to The Pub School was to find a way to motivate one of the most sedentary communities to move: to empower more gamers to lead a healthier life, while continuing to do what they love the most.
The resulting initiative was built around the insight that many of the most popular sports video games have a ‘career mode’ (an option where players improve as during game play), the initiative sought to connect virtual and physical sports. Co-creating with EA Sports a new line of sports and smart clothing for gamers with a chip inside each garment.
With the objective of getting ‘more gamers playing more sports’, the 360-degree digital, and integrated media campaign was steered by DDB Centro Senior Copywriter David Romero Alvarez.
GYMSHARK – REAL PLAYER MODE from David Romero Alvarez on Vimeo.
The campaign as created by a team at agency The Pub School which included Directors Lupas Celis and Juan David Arboleda, Art Directors Giuss Valle, Fabián Olaya and Iván Rengifo, plus Copywriters David Romero and Roberto Palacios.
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This is just one marketing project in an extremely busy year for Gymshark marketing and other notable 2022 brand initiatives such as its ‘Deload’ pop-up London barber shop, its ‘The Return’ campaign with ambassador boxer Ryan Garcia, a Black History Month ‘To The Heroes’ initiative and the ‘United We Sweat’ campaign with Francis Ngannou.
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