New Blood Entry — Sweat It Off
Award: Yellow Pencil
Gymshark / 2023
Facing new challenges can be overwhelming sometimes, even more for young adults that just started new routines. At Gymshark, we want them to take care of their mental health by providing them with a tool that will help them be their personal best.
We created the Sweat It Off Technology, a pen with dissolving ink that lets people write their struggles on their clothes and sweat them off.
To promote it, we created a social media campaign to invite people to sweat the Struggle of the Month and a Tik Tok challenge to share it with the whole community.
What did the judges have to say?
Sweat it Off stood out because it highlighted the benefits of exercising for mental health in a way that felt tangible, innovative and uplifting. We could see it ignite a powerful movement for good.
Emilie Chen, Freelance Designer and Art Director, Emilie Chen Ltd
This work was ambitious and original while also keeping Gymshark at the heart of it. It ticked every box of the brief, inspiring a movement through overcoming personal hurdles and creating a community by utilising social media channels such as TikTok, even creating its own ownable trend. A really standout piece of work.
Megan Egan, Senior Creative, Creature
Took the personal and mental battles into the physical practice of writing your challenge down. That practice was a universal insight into better committing to an exercise routine. Smart social extension through pass the pen trend and sociability aspects to unite around common challenges.
Mick Valentine, Senior Strategist, VCCP