VCCP Sydney is looking to move gym communications away from where they are "stuck on the gym floor" with a campaign for Fitness First highlighting the rewards that lie "beyond the gym".
And the concept? Over to VCCP Australia's founding creative director Dean Hunt.
“The idea is simple. When you’ve found your winning moment, you ask the question ‘How did I get here?' and the answer to that question is ‘Fitness First’, a subtle nod to your willing partner on that journey."
The campaign features seven separate scenarios, from a grandmother shaking her stuff in a gay club, to a mum taking on her kids' challenge to go on a rock climbing expedition.
“No brand makes us successful at life, we do that ourselves. And very few brands have the ability to be our secret weapon or ally, helping us get to where we want to be. Fitness First is one of the rare exceptions," said VCCP Australia's managing partner David Kennedy-Cosgrove.
There's not too long to weight, either, as the campaign gets on the treadmill from Monday 5 October. It will encompass many channels, including OOH, digital, press, radio and in-club repetitions.
Credits
Sam Bragg, Head of Marketing, Fitness First Australia
Pete Manuel, Managing Director, Fitness First Australia
David Kennedy-Cosgrove, Managing Partner, VCCP Australia
Mark Harricks, Creative Director, VCCP Australia
David Hunt, Founding Creative Director, VCCP Australia
Jessica Waal, Art Director, VCCP Australia
Nick Cole, Copywriter, VCCP Australia
Livia Stefanini, Senior Strategist, VCCP Australia
Michele O’Neill, Strategy Partner, VCCP Australia
Jill Chestnut, Group Account Director, VCCP Australia
Dominique Turner, Producer, VCCP Australia
Tim Georgeson, Photographer, Sam I Am
Samantha Simpson, Producer, Sam I Am
Artwork, Cream Studios
