Changing perceptions of fitness.
For years, the fitness industry in Australia has perpetuated the same old stereotype. That fit ‘gym goers’ only look one way. This pressure to be perfect has caused over 50% of everyday people to be too intimated to go to the gym.
To launch Anytime Fitness’ new brand platform, we looked to change that by casting the people often overlooked in traditional gym advertising.
A platform turned business transformation
Our campaign included a hero 45” script unpacking and defying society’s “rules”, eleven 6” films featuring each cast member, website overhaul, and a brand playbook.
We also helped Anytime Fitness define a 4-year Diversity & Inclusion action plan that includes making all their gyms accessible for people living with disability, dedicated ‘quiet times’ for people with unique sensory needs, community outreach programs for LGBTIQ+ groups and partnerships with two non-profit minority organisations.
