Planet Fitness
Feeling Gymtimidated?
Opportunity
Most Australians consider joining a gym to support their physical and mental wellbeing. Plenty never do, and it isn’t laziness. It’s the mirrors. The protein-fuelled grunting. The activewear fashion show. The feeling that everyone else already knows what they’re doing. That’s gymtimidation. And it keeps thousands of Australians from ever walking through the door.
Solution
If the gym feels like a club you’re not fit enough to join, you don’t join. So we partnered with Planet Fitness, home of the Judgement Free Zone, to call out gymtimidation and appeal directly to the 80% of people who never join or regularly use a gym. We held up the very worst of gym culture for everyone to see and posed a simple question, ‘Feeling Gymtimidated?’, to show we understood them. Then we offered the alternative: a gym for the rest of us.
We built on the success of the US work, using highly exaggerated gym scenes to exploit the contrast effect and sharply differentiate the Planet Fitness offer in a uniquely Australian way.
Most gym advertising is moody, sweaty and deeply serious about your potential. We chose comedy instead. Larger-than-life characters, recognisable behaviour turned up to 11, and an acapella sting to sign off: warm, retro, a little vaudevillian, with a tuba bassline underneath. The audio equivalent of a wink.
This integrated national campaign ran across TV, BVOD, digital, social, OOH and radio/audio.
