THE GLUTEY HOTLINE LANDED IN LONDON & MIAMI. THE GLUTE EXPERTS SHOWED UP & SHOWED OUT

THE IDEA

Working alongside the Gymshark team, we created a disruptive and highly shareable brand moment, activating across key cities: London, New York, and Miami, with a series of bold street installations built around retro phone booths. Each booth was branded with playful signage reading “Glutey Hotline”, creating an unexpected visual that instantly sparked curiosity and encouraged passers-by to stop, interact, and get involved.

THE PROCESS

This tongue-in-cheek stunt was designed to capture attention and spark conversation both on the ground and across social media. The playful concept immediately turned heads, creating a bold and unexpected street moment that reflected the energy and standout nature of the product itself. The goal was to encourage as many people as possible to interact with the activation and share their experience online. Through a competition and spot-gifting mechanic, we created a low-barrier, high-participation experience. Rather than requiring a product purchase or distributing large volumes of guaranteed giveaways, passers-by simply needed to engage with the installation for a chance to win. This kept the interaction spontaneous, exciting, and accessible to everyone who encountered it. Launching the activation across three key cities: London, New York, and Miami, creating a consistent global brand moment while maximising visibility and reach. Showing up simultaneously in these culturally influential locations amplified the impact, allowing the campaign to build momentum both locally and digitally. Each retro phone booth installation heroed the key product colourways, pink, yellow, and blue, creating a visually striking presence on the street. Bold colour blocking made the installations instantly recognisable and highly photogenic, helping to drive organic social sharing.

THE OUTCOME

The activation transformed an everyday street installation into a playful, unexpected Gymshark brand experience, creating a strong visual presence across three major cities. The combination of bold design, a simple participation mechanic, and a highly shareable concept encouraged real-world interaction while extending the campaign into social media, generating attention, conversation, and organic reach around the product.