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Golds Gym Creative Brief

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Gold's Gym is launching an outdoor advertising campaign targeting men who want to build muscle through serious weight training. The ads will position Gold's as the gym for hardcore lifters seeking free weights, benches, and squat racks. Walking into a Gold's Gym, customers will see mostly men flexing in mirrors as personal trainers focus on strength training. The campaign's main message is that Gold's Gym is the place to get "buff and shit".

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Client: Gold’s Gym Date: 6-6-11 Project: :Outdoor advertising campaign (3 billboards) Job Number: 3 WHY ARE WE ADVERTISING? In the last few years, Gold’s has been trying to change their image to appeal to health-conscious adults looking for a wider variety of equipment and classes. However, they simply couldn’t compete with the higher end clubs. So they’re going back to their roots to bring back the hardcore lifters. WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH? Position Gold’s Gym as the gym for people who want to build muscles. WHO ARE WE TALKING TO? 80% male, 20% female. People who are into their bodies and want to do serious weight training (or at least pretend they are). They spend the vast majority of their time at gyms lifting weights, so they aren’t looking for a place with spin classes or massage rooms. You have the option of targeting either men or women, but not both. It should be clear in the ad execution who the target is. WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS? Gold’s Gym is the place to go if you want to get all buff and shit. WHAT ARE THE REASONS TO BELIEVE THIS? Walk inside a Gold’s Gym and you’ll see a ton of free weights, benches, and squat racks along with (mostly) guys flexing in the mirror. Their personal trainers focus mainly on strength training. MANDATORIES Company name or logo tucked into the corner. THIS MIGHT HELP Web site: http://www.goldsgym.com/ (For Agency Signature) (For Client Signature) CONFIDENTIAL AND PROPRIETARY © Copacino+Fujikado 2/8/05 C R E A T I V E B R I E F

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Golds Gym Creative Brief

  • 1. Client: Gold’s Gym Date: 6-6-11 Project: :Outdoor advertising campaign (3 billboards) Job Number: 3 WHY ARE WE ADVERTISING? In the last few years, Gold’s has been trying to change their image to appeal to health-conscious adults looking for a wider variety of equipment and classes. However, they simply couldn’t compete with the higher end clubs. So they’re going back to their roots to bring back the hardcore lifters. WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH? Position Gold’s Gym as the gym for people who want to build muscles. WHO ARE WE TALKING TO? 80% male, 20% female. People who are into their bodies and want to do serious weight training (or at least pretend they are). They spend the vast majority of their time at gyms lifting weights, so they aren’t looking for a place with spin classes or massage rooms. You have the option of targeting either men or women, but not both. It should be clear in the ad execution who the target is. WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS? Gold’s Gym is the place to go if you want to get all buff and shit. WHAT ARE THE REASONS TO BELIEVE THIS? Walk inside a Gold’s Gym and you’ll see a ton of free weights, benches, and squat racks along with (mostly) guys flexing in the mirror. Their personal trainers focus mainly on strength training. MANDATORIES Company name or logo tucked into the corner. THIS MIGHT HELP Web site: http://www.goldsgym.com/ (For Agency Signature) (For Client Signature) CONFIDENTIAL AND PROPRIETARY © Copacino+Fujikado 2/8/05 C R E A T I V E B R I E F