Creativity

Crunch Fitness: A Very Dirty Buzz in Chicago

There's a whopping new Crunch gym in the Windy City, loaded with what might be called untried equipment. So New York's DiMassimo Brand Advertising "created a pure buzz marketing campaign that would grab people's attention and deliver a simple, s

Published on Feb 18, 2004

Editor's Pick

There's a whopping new Crunch gym in the Windy City, loaded with what might be called untried equipment. So New York's DiMassimo Brand Advertising "created a pure buzz marketing campaign that would grab people's attention and deliver a simple, straightforward message," explains CD Mark DiMassimo. "We paired the purity of these images with bold lines to energize the Crunch Fitness brand in the Chicago market." Hence naked equipment under the likes of "Steal my innocence," "Virgin," "Deflower me" and the somewhat amazing, even in today's raw, filthy pop climate, "Pop my cherry." You gotta love a freewheeling client like this. DiMassimo describes the executions as "supremely elegant" and insists "we didn't have to fight to get this campaign made. The client naturally gravitated toward the most clean and graphic expression of the idea. A lot of the creative energy went into minimizing the copy beyond the headline. In the end, we succeeded in keeping it clean

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About

Credits

Date
Feb 18, 2004
Copywriter:
Joel Barnard
Art Director:
Jon Rosen
Creative Director:
Rich Buceta
Creative Director:
Mark DiMassimo
Client:
Crunch Fitness
Agency:
DiMassimo

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