Honorable Mention / 2018 / Advertising / Other_AD

Gymbox

  • Photographer
    Todd Antony

These ads for the gym chain ‘Gymbox’, aiming to dominate
people back into shape, play on images of whips, chains and
blindfolds to promote workouts such as the Whiplash, Blackout
and Ripped & Stripped, as well as the gym chain’s VTPs (Very
Personal Trainers)
There’s strong evidence that pain can stimulate Melatonin and
Serotonin production in the brain, which transforms painful
experiences into more pleasurable ones. These data points may
also explain the curious coincidence of why our intense workout
faces often resemble the same face seen during an orgasm.