Our brief from Playboy was originally focused on creating a stand-alone media stunt to launch a range of branded Bunny fitness wear. But the solution that we suggested was much more effective than a one-off event; we pitched the idea of a female-focused workout class, which would combine traditional aerobic exercise with dance moves, all designed to help participants achieve a body that would make a Bunny proud.
And so, Bunny Bootcamp was born.
The Playboy Bunnies are an iconic, instantly recognisable part of the Playboy brand. They put in a huge amount of hard work to maintain their bodies in a healthy way. But being a Bunny is about more than just aesthetics, it’s about independence, focus, drive and determination.
A frame of mind and a body fit for a Bunny would grow into the focus for Bunny Bootcamp: a fitness class for any woman to achieve a Bunny-beautiful body, and have fun and feel empowered while working out.
Sexy, Healthy and Strong were the key values at the heart of this project’s creative direction. With these as our guiding principles, we created a sub-brand for the classes, which was in-keeping with the Playboy design style.
From there we created a comprehensive tone of voice document which was used to help guide the message of a fully responsive HTML5 website, which we designed and built in house.
The site was designed to work in multiple territories and languages and features a bespoke ‘Playboy Hub’ content management system for franchisees, trainers and coaches to use.