New Blood Entry — Gymshark Sweat Pass
Award: Yellow Pencil
Gymshark / 2023
Leaving home can be challenging. During this time, many young people find in gaming a way to have fun and create new bonds. So why not connect the already strong gaming community with the Gymshark community?
By teaming up with Fortnite, we created a unique battle pass. But with a few twists: the challenges are real workouts to be completed on The Gymshark Training App. And to unlock the special Gymshark rewards, a minimum of players must contribute.
We partnered with Twitch streamers to kickstart the campaign and also held events at local gyms to connect players.
What did the judges have to say?
Sweat Pass gamified exercising in a way that felt smart and that that was brilliantly executed. It really captured the zeitgest.
Emilie Chen, Freelance Designer and Art Director, Emilie Chen Ltd
Sweat Pass stood out to me from the very beginning – it's a solid idea and solid execution, blending the real work with the digital to gamify conditioning and cleverly bring people together to smash through personal milestones and be rewarded with customised gaming skins. It truly had the brand at the heart of every touchpoint and was full of audience insight. A very, very well deserved Yellow Pencil!
Megan Egan, Senior Creative, Creature
Not only endured to unite the Gymshark community in real gyms, but growing it into a competitive social, virtual space through gaming in a playful and credible way – where our audience hangs out, forms and prolongs friendships whether in close proximity or many miles away. With clever blending of branding merchandise shared between worlds. By framing the importance of exercise frequency over intensity, it would help form routine and encourage social commitment through friendships.
Mick Valentine, Senior Strategist, VCCP