Anytime Fitness
Find Your Fit
Having launched their new brand platform, Any Body Any Time, twelve months prior, Anytime Fitness were looking for a campaign that would help to further position them as the country’s most welcoming gym network. During our research, we learned that there are twice as many Australians who feel they wouldn’t fit in at the gym as those who do, so we came up with a campaign idea that showed all Australians that whoever they are, whatever their fitness levels and whatever their goals, there was a tribe for them within the Anytime Fitness community.
The Poet Laureate of workouts
Our director, Paul Middleditch, flattered us when he said the script sounded like it had been written by the gym’s poet laureate; whimsical, reverent, observant and sage, the omniscient narrator big-upped everyone who entered the gym over this 24-hour period, whether they were built like beasts or not. From writing to casting to post-production, each of our choices in the making of this campaign was intended to hero the individual gym-goers and would-be members so that they’d feel like their local Anytime Fitness was a place they could find their fit.
The campaign rolled out in 90”, 60”, 30” and 6”, as well as OOH, social and display.
Results
The campaign is still in market at the time of writing.
Director: Paul Middleditch
Production: PLAZA
Editing: The Editors
Sound: Massive Music