Strength Worthy of the Shield
Working on behalf of our client Walt Disney Studios for the cinema release of Marvel Studios’ Captain America: Brave New World, Lime brokered a through-the-line partnership with Fitness First. The centre piece of this campaign being five-themed workouts and the “Brave the Hero Fitness Challenge” which were rolled out across all Fitness First gyms.
The campaign was further amplified with a Captain America takeover of their flagship studio, Cottons (London Bridge), which become the backdrop for their campaign launch, media/influencer and final events. Fitness First supported the campaign with co-branded 30 sec spot via Paid Digital/Social, In-Gym POS and Customer comms.
