Club Lime.

Background & Insight

The Squeeze.

The gym and fitness category is cluttered with brands wanting us to overcommit to the gym.

And right now, 53% of Aussies say they overcommitted and are feeling the pinch.

This is a story of how we created a brand platform that positioned Club Lime as a gym that wants to be part of your life, not your whole life.

The Squeeze.

The gym and fitness category is cluttered with brands wanting us to overcommit to the gym.

And right now, 53% of Aussies say they overcommitted and are feeling the pinch.

This is a story of how we created a brand platform that positioned Club Lime as a gym that wants to be part of your life, not your whole life.

The Idea & Results

We created The Squeeze, a mischievous campaign to show just how much, or how little, you can squeeze into a gym session at Club Lime. The films and OOH showed wedgies, gym crushes and accidental eye contact alongside the traditional gains and PBs. The work brought to life the things other gym brands wouldn’t dare talk about and let Australians know that Club Lime fits in, whatever you’ve got on.

Club Lime.

Club Lime.

Let’s talk.

Let’s talk.

Let’s talk.