Total Fitness
Total Fitness
Celebrating every win for everyone
Deliverables
Campaign Strategy
Campaign Concepts
Copywriting
Art Direction
Campaign Rollout
Industry
Sports/Fitness
Total Fitness believes that everyone is better fitter. And when it comes to fitness, no other gym supports their members as much to help them meet their goals. Our aim was to increase new sign-ups in January, placing a strong emphasis on the benefits of being a Total Fitness member.
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M.Y Role: Lead Creative/Art Director
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Agency: BGN
Creative Director: David Newton
Account management: Rachael Jebb and Paul Bailey
Designer: Francesca Smith
Developer: Adam Beecham
Motion: Nick McCloughlin
Pitch win: Antonio Giasante
Production: ABF Pictures
Photography: Owen Juice
Copywriting: Abi Davison
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Best advertising campaign below £50,000 at Prolific North’s Creative Awards – Nomination
Consumer Services at Roses Creative Awards – Nomination
Campaign strategy
We understood from the get-go, that a January gym campaign was almost as expected as someone eating one too many mince pies at Christmas. Which is why we started by getting an understanding into the competitor landscape, as well as learning who Total Fitness are and what makes them unique.
Taking all our insights onboard, we presented initial territories to the Total Fitness team, with each taking the campaign in a direction which felt distinctive to them. The route selected was centred around the notion that everyone’s goals are different. And that Total Fitness’ great value health clubs and community-driven approach means that everyone feels empowered to succeed, whatever their focus is.
Ian was juts another run of the mill guy...
Lisa never thought she’d move past the downward dog...
Jaz had always been a get in the pool and go kinda girl...
Jack would rather put of the gym and put on his comfies...
Campaign Creative
Leaning into the feel-good fun, personality and welcoming community feel, we created a campaign concept which aims to continue the celebrations through December and into January.
“Celebrate every win” clearly supports any gym goal as well as subtly nodding to an inclusive message. To create a memorable moment within each video, we slowed our gym go-ers celebrations right down to capture that elated feeling of breaking through.
These celebratory moments were coupled with a playful script to bring through the fun, feel-good tone of voice Total Fitness adopts.
