| Brand | GYMKUMA |
| Product/Service | GYMKUMA ACTIVEWEAR |
| Entrant | WUNDERMAN THOMPSON Amman, JORDAN |
| Category | Challenger Brand |
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Idea Creation
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WUNDERMAN THOMPSON Amman, JORDAN
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Cultural / Context information for the jury
Amman, Jordan's capital is an old city built over seven hills. it has a distinctive landscape and tough topography. As a result, outdoor exercise is not part of the local culture.
Please tell us about the challenger brand and how the work challenged / was different from the brand's competitors
Gymkuma, a new Jordanian sportswear brand, wanted to launch in Jordan. The thing is, we were competing with industry giants who have bigger budgets and visibility, making it almost impossible to make a name for ourselves.
Yes, big sportswear brands know a lot about sports, but when it comes to Jordan and its people, Gymkuma knows more. It’s our home after all.
Welcome to Amman… an old city built over many hills. Take a closer look at its distinctive landscape and tough topography. That’s where we found our own playground hiding in plain sight.
Gymkuma presents: Hidden Gyms
We turned Amman into the biggest urban gym ever. 1,680 KM2, free membership, unlimited access.
Credits
| Chafic Haddad |
Wunderman Thompson |
Chief Creative Officer |
| Basel Jumaa |
Wunderman Thompson / JWT Amman |
Executive Creative Director |
| Raya Abu Jaber |
J. Walter Thompson Amman |
Sr. Art Director |
| Yasmina Khorma |
J. Walter Thompson Amman |
Jr. Art Director |
| Mohammad Al Nazer |
J. Walter Thompson Amman |
Sr. Art Director |
| Dina Alshaikh |
J. Walter Thompson Amman |
Copywriter |
| Jude Batayneh |
J. Walter Thompson Amman |
Copywriter |
| Rula AlKhadra |
J.Walter Thompson Amman |
Managing Director |
| Talal Qarrain |
J.Walter Thompson Amman |
CEO |
| Sami AlFarah |
J. Walter Thompson Amman |
Associate Business Director |
| Haneen Dababneh |
J. Walter Thompson Amman |
Sr. Account Executive |
| Jude Nabulsi |
J. Walter Thompson Amman |
Sr. Account Executive |
| Ismail Manasra |
J.Walter Thompson Amman |
Project Manager |