Gym, or sex face?

 

In one of the busiest cities in the world, what is most likely to stop someone in their tracks?

When tasked with the brief of creating noise around the brand I came up with the idea that a gym

face and a sex face are extremely similar... and definitely something to stop you mid coffee run. 

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Ministry of Sound Fitness, the sister business to the well known nightclub held the same cheeky attitude to how they

approached things. Their funny, approachable tone of voice helped them stay genuine in the way they did business.

They have gained and maintained a loyal fanbase of like-minded, hardworking (and self proclaimed hilarious) individuals.

The type that would find the this campaign extremely funny and not at all offensive. 

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'Our gym is for everyone... as long as you like a good laugh.'