UK sports nutrition brand, Maximuscle, has launched the ‘Ibiza Challenge’ to help get people into peak shape ahead of the summer. The project was created by sports, entertainment and wellbeing agency, PrettyGreen, through an integrative creative proposition across digital, PR, social and print ads.
The campaign unveils with a consumer on-pack competition, which rewards those who work hard in the gym so they can play hard in the clubbing capital of the world, and one individual will win the chance to take two of their friends to the party island of Ibiza.
Fitness expert and Maximuscle ambassador Bradley Simmonds will be fronting the campaign alongside existing Maximuscle athletes, including Liverpool and England footballer Jordan Henderson, England rugby’s Maro Itoje, Anthony Watson and Chris Robshaw, Wales’ George North and undefeated light-heavyweight boxer, Anthony Yarde.
Paddy Hobbs, head of sport at PrettyGreen, commented on the project: “When speaking to our target audience about going to Ibiza, we know they’re not just thinking about what club to go to when they’re there, they’re thinking about what workout to do before they leave to get in the best shape possible. That’s what the Ibiza Challenge campaign sets out to do, provide the Maximuscle consumer with the perfect preparation to enjoy the perfect holiday."
In addition to the competition, the Ibiza Challenge campaign will see Maximuscle’s PTs and nutritionists create a series of fitness programmes and additional content to advise on how people’s diet can help them reach their desired targets, from burning fat to developing lean muscle.
PrettyGreen's other clients include Nando's, John Lewis, Nintendo and LEGO.