F45 says ‘Life is Anyone’s Game, F45 is Everyone’s Team’ in first Aussie brand campaign via Abel
F45 has launched its first Australian brand campaign titled Every Day Athletes via Abel, kicking off with a tactical summer campaign down under. Created in partnership with Flint, the work turns the days of the week into training personas or members of an accessible team with F45 your coach to conquer the game of life.
Unique in its own right, each day sets its own pace but works together, highlighting the power of the F45 community, no matter where you are in your fitness journey, F45 is your coach and your team.. The team worked closely with iProspect to unlock audience insights and align with daily media consumption habits, each execution is time and location specific to motivate and inspire audiences.
Says Simon Fowler, creative co-founder, Abel: “It’s been amazing to continue our relationship with F45 Training, iProspect and FLINT and elaborate on F45’s ‘Team training, Life changing’ brand philosophy.. Every Day Athletes celebrates being yourself, whether you’re a Monday or a Tuesday (I’m a Wednesday), and the power of coming together to conquer whatever the week throws at you.”
On the campaign, F45 chief marketing officer Brian Killingsworth says: “F45 is known for its incredible community – its more than the world’s best workout, it is the community striving to help its members become mentally and physically stronger. Abel has helped articulate and deepen what that can mean to the Australian audience and we are excited to bring the Every Day Athletes platform to life further in the new year.”
F45 Every Day Athletes includes a Summer schedule across social, digital display and F45 owned channels.
Brian Killingsworth, CMO, F45
Josh Garber, Brand Director, F45
Kirsty Forbes, Director Marketing, F45
Simon Fowler, Creative, Co-Founder, Abel
Nicole Jauncey, Creative, Co-Founder, Abel
Phillip Robbie, Creative Partner, Abel
Nicholas Kelly, Art Director, Abel
Kirsty Angus, Client Partner, Abel
Production partners: Flint
Director: Andreas Smetana
Senior Producer: Belle Oliva
Picture Post Production: Tim Love, Lovebug Films
Editor/Colourist: Tim Love, Lovebug Films
14 Comments
Do they expect anyone to be able to read that text?
Indeed. I have managed the see through the blur and bleed, only to ask the question: “Monday’s”? Monday is what?
If they’re trying to reach the smug chad demographic I guess they have done a good job.
Wasn’t the success of F45 built on a strong differentiator?
Where has it gone?
Unluggy
This really is quite bad. I’m a member of F45 and sadly, this …whatever this is… doesn’t capture any of the spirit and fun of the F45s I’ve been to. These guys are far too intense. And why is there scaffolding on the set? What are they all doing there? I don’t understand. Just a complete swing and miss for me. Please don’t use the stupid amount of money I spend there every month on this sort of marketing.
As a long time F45 member (and having visited many studios) I am baffled. This is so off brand and unappealing, and does nothing to capture the spirit, fun and team camaraderie that are the foundations of the F45 workouts.
If they are looking for a way to attract new members to fork out (as you say) a stupid amount of money, this ain’t it.
And the less said about the illegible font (and meaningless messaging) the better.
WTF?
No idea what the supers are saying. Mental.
These look dope. A step in the right direction for these guys.
You’re either lifting too much or not enough and your judgement is clouded. Either way, neither the images, typography and overall design reflect why punters choose F45. Don’t want to showed cliched images of bulging biceps? Fine, there’s heaps more to talk about: camaraderie, community, being part of something that’s been welcomed worldwide (until their owners set about imploding the business) because people like how it makes them feel. This campaign is none of that. It’s (ironically) static, hard to understand and decipher, and boring as batshit. A totally missed opportunity.
There is NOTHING here that tells anybody unfamiliar what F45 is.
You could slap a Platypus logo on it instead and it would make more sense why you’re showing all these slightly-cool, ‘edgy’ ‘real’ talent standing around posing.
How on Earth did this campaign end up here?
Another F45 member and totally agree this doesn’t capture anything to do with F45… or even fitness. How is this going to effective in any way?
Having worked with you all, these would definitely be better without a meddler.
aren’t directors.