- Conde Nast has enlisted the help of Delaney Fletcher Bozell to help support GQ Active magazine with its first ever above-the-line advertising campaign.
The work, which breaks on 48-sheet posters on 15 April, will be the first campaign created by Malcolm Green and Gary Betts since the pair joined the agency earlier this year.
GQ Active originally launched in May 1997 after a couple of pilot issues. At the time it was supported only by a public relations blitz backed up by promotions running in sister Conde Nast titles.
Appearing in urban areas and on bus sides, especially London, the campaign positions the title as a magazine which recognises that blokes like to have fun as well as look after their health.
Tom Knox, the deputy managing director of Delaney Fletcher, commented: "Life is not a spectator sport. The big difference between us and Men's Health (its main rival) is that we're not one long doctor's note. GQ recognises that people want to party as well as look after themselves."
The campaign, which breaks to coincide with the May cover date, lifts photographs from the magazine's editorial to show the variety of things that GQ man gets up to.
Under the headline: "Don't just do it. Do it well," a variety of black and white images will be displayed, from scenes of a man working out to a condom, or a sportsman snowboarding. Media was handled by BJK&E Media.