VCCP Sydney's latest work for the brand looks at the benefits of exercise on your well-being.
The campaign is hinged on a three month experiment which sees Fitness First remove fitness from three very fit people and adding it to the lives to three people who don’t do it at all.
The experiment is being made into a four-part documentary web series, with Fitness First interviewing each of the participants, and assessing their health, fitness and lifestyle using its BioScore assessment tool.
The first episode can be viewed on the campaign's dedicated hub, howfitfeels.com.au, with the rest to be launched over the three month period.
VCCP MD David Kennedy-Cosgrove says: "The mental benefits of fitness are often deprioritised over the veneer of vanity. It’s a subject worth challenging. And for a fitness brand to abandon vanity to explore mentality is quite powerful."
The campaign will also be supported with social, digital, in-gym media and member communications.
Fitness First head of marketing Samantha Bragg says: "‘Our own research has told us that despite the best of intentions, a third of Australians throw in the towel after as little as one month simply because they fail to see physical improvements quickly enough.
“By focusing on feelings, we want to shed light on the role exercise plays in changing a life – not just a body – and inspire more people on the journey to enjoy the benefits fitness brings beyond the physical.”
