THE WORK: Athletic-wear brand confronts workout weakness in campaign by JayGrey

The series of print ads (view a gallery), running in Inside Sport, Men’s Health and Men’s Fitness, also urges men not to be like "Mr Roids", the "over-inflated human balloon".

The company makes "technical compression sportswear" — products that it claims can enhance circulation to muscles, thereby increasing oxygenation and improving power, speed and stamina.

Skins approached JayGrey to execute a tactical print campaign targeting active males. The brief was to challenge men to train harder, achieve results and feel good during and after exertion.

Erin Chapman, marketing manager at Skins, said that JayGrey presented concepts that challenged the company's existing approach to speaking to its consumers. "We were looking for a strong creative idea that captures the driven attitude behind Skins, and we feel that the work represents this perfectly," Chapman said.

Credits

Campaign Don't Be Them
Advertiser Skins Compression Garments
Agency JayGrey
Creative director Jay Furby
Planner Amy Cadwallader
Copywriter Jay Furby
Art director Dave Heytman
Studio John Collins
Agency producer Gary Galacho
Account supervisor Adrian Lugg
Advertiser supervisor Erin Chapman
Photographer Sean Izzard
Producer Cameron Gray
Retouching Steve York / Cream