New Blood Entry — Level Up
Award: Wood Pencil
Gymshark / 2023
Gaming is a part of our lives, especially for the young generations. So Gymshark created a platform with popular gaming companies like EA Sports to enhance the virtual characters' physical attributes by simply working out more. For example, we’ll create popup booths in designated areas where it will examine your physical ability. Then the booths will transfer the data to your virtual characters. In other words, if you can run faster, your character will run faster. By doing this, a start-up like Gymshark can have a unique way of motivating people to work out more daily.
What did the judges have to say?
I loved this idea and thought it deserved more than a Wood; I think the jury was quite harsh on this one if I'm honest, and I tried to fight for it! It's an amazing idea that I really think would catch on – the idea that improving my physical self in the real world would be reflected in the digital world through my gaming avatar is so fresh. An excellent piece of thinking.
Megan Egan, Senior Creative, Creature