CMG SPORTS CLUB a un nouvel univers de communication. Le discours de marque et l’identité graphique ont été repensés avec l’aide de l’agence BLACKRAINBOW.

CMG SPORTS CLUB souhaite asseoir encore un peu plus sa place de leader du secteur du fitness et veut faire de cette discipline un mode de vie. Avec ses 23 clubs en Ile de France et un marché très concurrentiel, les salles de sport CMG a souhaité parier sur une campagne de communication esthétique et audacieuse qui joue sur l’appartenance à une communauté plus que sur le sport en lui-même. Energie, audace, partage, conviction, harmonie, ces mots clés rythment les différentes photos shootées par le photographe Gerald Le Van – Chau.


Les visuels de la campagne se rapprochent des codes de communication du prêt-à-porter et sont déployés sur différents supports. On peut voir ces nouvelles affiches dans le métro et dans les abribus à Paris, elles sont également déclinées sur les plateformes sociales de CMG SPORTS CLUB.




« La signature « + QUE DU SPORT » traduit au plus juste, selon nous, l’état d’esprit de nos adhérents, qui nous ont inspiré cette campagne. Ils sont animés dans nos clubs par des valeurs qu’ils transpirent dans leur vie de tous les jours : l’énergie, l’audace, le partage, la persévérance, la conviction, la recherche de l’harmonie parfaite. Aussi, si cette campagne sort des sentiers battus, elle se veut avant tout le reflet de cette nouvelle façon de consommer le sport, déjà très revendiquées dans les communautés anglo-saxonnes, encore trop peu en France. », explique Renaud Carpe, Directeur Marketing et Communication CMG SPORTS CLUB.

Découvrez le making-of de la campagne en vidéo :

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