This was a small piece of creative, based on a great insight:

 

Online interest in the 'perfect' beach body doesn't peak until late May, when people suddenly rush to make practical lifestyle adjustments that help them get in shape for the summer.

 

But by then it's already too late.

 

Taking this truth to its natural conclusion, we created playful content showing people trying to work out at the airport, or as they checked into their hotel. Waaayyyy too late to make a difference to their holiday bod!

 

 

 

 

 

 

 

 

BRIEF:

 

Show an audience of 25 - 35 year old males that using Bulk, in combination with the right nutrition and exercise plan, is the best way to get in shape.

 

 

EXECUTION:

 

With our target audience of 'lads' aged between 25 - 35 firmly in mind, we called the campaign Too Late Mate - a phrase they were already using online, but that was not affiliated with any brand.

 

We designed strip black titles in keeping with meme culture and Uni-Lad style content.

 

 

Our Too Late Mate film went onto Bulk's social channels and we extended its reach by releasing a number of TLM gifs onto giphy.com.

Bulk also hosted the content on their website, next to a specifically-created 4-Week Lifestyle Plan.

 

Although it was Too Late Mate to get in shape for holiday, they were poised to help their audience make lasting lifestyle changes.