Title Boxing Club
The challenge: Encourage millennial women to sign up for a Title membership.
The insight: A boxing workout doesn’t just help you get fit, it helps you de-stress.
The idea: Highlight the relatable frustrations women encounter at work, at home, and in their love lives.
Radio Campaign: Angry Emails
Before you hit send, hit a punching bag instead.
Woman typing and reading an email out loud:
Hi Dad. I know you wanted me to go to Stanford. And be a lawyer. Unfortunately, I’m now making well above six figures at a fortune 500. I know, I’m such a disappointment. And I have no debt. Bummer! But I did manage to leave my hometown. Say hi to the neighbors for me!
Boxing bells. Male VO:
Before you hit send, hit a punching bag instead. Title Boxing. Bring the fight here.
Man typing and reading an email out loud:
Hi Jenna. Anything you’d like to share for tomorrow’s progress report? Oh, maybe how you’ve spent the majority of the week micro-managing people you don’t even supervise? Sounds productive. P.S. for everyone’s sake, please stop replying all to the company-wide emails.
Boxing bells. Woman VO:
Before you hit send, hit a punching bag instead. Title Boxing. Bring the fight here.
words and concepts by me
art direction by Professor Doug Gould