Brickyard Gym

'Bro Gym' Brickyard is a self-professed ‘bro gym’ for bodybuilders. Several new Planet Fitness locations cropped up in Milwaukee and Brickyard wanted to flex their muscles at the competition. The Planet Fitness marketing strategy utilized an ‘everyone’s welcome’ theme and targeted exclusively bus stops. I decided to craft a reactionary campaign by targeting those same bus stops. We utilized the ‘bro’ stereotype (dumb, lunky, musclebound) for our campaign. We took well known, historical statues and matched them to the ‘bro’-iest slogans we could think of. In this way shined a light on the stereotype that serious weightlifters are just dumb bros and poked fun at it. We also put the headlines in the same font as the Planet Fitness ads to poke fun at them. It was a direct comparison with the competition - if you’re a casual exerciser, go to Planet Fitness. If weight lifting is a way of life for you, then join Brickyard. I consider this a ‘guerilla’ campaign because we never had any intention of producing these ads. Rather, the intent was to leak this concept art to local media outlets to drum up publicity.