Muscles, weight loss, and fitness—the reason to join the gym, right? Well, not exactly. Stress, heartbreak, and Instagram trends? That’s more like it.
Gold’s Gym Indonesia’s clever new campaign, created by LUP Jakarta, celebrates the real reasons we join the gym; after all, any reason is a good reason to start a journey. The campaign aims to acknowledge and empower anyone, not only the bodybuilder or the health-conscious but also those who want to find a soul-mate, those who are stressed out from work, or even those who want to meet their idol.
The “Good Reasons“ campaign started at the end of October.
Client: Gold’s Gym Indonesia
Agency: LUP Jakarta
Executive Creative Director: Albert Chan
Creative Director: Andika Nugroho
Art Director: Ardho Khalifa, Rahmi Amelia
Copywriter: Imam Yudia
Account Manager: Annisa Islamey
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