Research has shown that exercise and generally being in good shape can help brain functionality– improving memory, concentration, mental health and creativity, which can have profound effects on life. Bulk Powders provides health supplements, including protein shakes, that can not only help you dominate the gym, but dominate life itself.

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Not to be transmitted in the breaks immediately before, during or immediately after any children's programme.

The fitness industry on social channels are awash with famous ambassadors giving serious advice in a serious tone about serious workouts and serious diets. We wanted to set ourselves apart from the rest of the industry by using humour to speak to our audience. Yes we want to be in great shape, but why can’t we have a laugh while we do it? So we used our brand ambassadors in an unexpected way; by putting their tongues firmly in their muscular cheeks and giving advice on various aspects of life. Our stars gave advice on everything from gardening to lung capacity to, well, giving advice. While the tone was jokey, the message was serious – by using Bulk Powders and getting in great shape, your performances will improve not just in the gym or on the track, but in everyday life itself.

Dominate Life became our absurd over-the-top rallying cry, encouraging gym goers everywhere to 'win' at everyday tasks. A brand film landed the concept, but we used our talent in a very different way by writing bespoke scenarios for each of them based on their personalities. Anthony Joshua gave a motivational speech to a bonsai tree, Tom Daley taught us about value using toothpaste and Lucy Watson used her cutting verbal style to dominate conversations. Each one ran on their social channels and ours.

42 % uplift in sales YOY (volume)

46% uplift in brand advocacy

33% uplift in brand consideration

27% uplift in brand awareness

954,000 YouTube hits

Over 2 million Instagram views

Over 400k Twitter views

These films each feature sports, health and fitness celebrities in an unexpected settings talking through entertaining examples of how they Dominate every day scenarios. The brand plays only a supporting role - the focus is on the celebrity and their humorous stories.

We needed to raise awareness of Bulk Powders among 18-25 year old gym goers in the UK, Germany and France. But this was only part of the equation, because what's the point of people just knowing about us if they're not considering us? So we shifted the brief to 'grab their attention and position Bulk Powders as the sports nutrition company with a proper sense of humour', because adding personality and depth to the brand would result in better results than a purely functional focus.

We needed to drive awareness of a challenger sports nutrition brand in a category that takes itself too seriously; glorifying sports stars, showing shirtless muscles and the ubiquitous gym setting. Sure, we had A-list sports talent of our own, but we needed to use them in a way that stops the scrolling and starts a conversation. We decided to take them out of the gym and instead show how Bulk Powders helps them to live their everyday lives; from gardening to brushing their teeth or carrying the shopping. And the result? A lot of 'WTF is this?' but most of all, we gained some serious attention.