Fernwood Fitness encourages Australian women to find their sexy silhouettes in new Fernwood Angels campaign via Honey Comms and Taboo
Fernwood is transforming the fitness industry by launching a national innovative online and in-club program.
The Fernwood Angels campaign, created by Honey Communications and Melbourne agency, The Taboo Group, is a ‘bricks and clicks’ program and a true game changer.
The campaign is brought to life with bold insightful statements and sexy silhouettes across digital, social, TV, print and outdoor.
Says Fiona Leeming, executive creative director: “Women know we have to break through bad habit hell in search of a sexier silhouette. This campaign showcases a program that offers a fresh and more supportive alternative to the many ball-breaking regimes out there.”
The Fernwood Angels are three health and fitness coaches who share their knowledge and expertise in mindset, nutrition and exercise online with Fernwood’s signature 28 Day Breakthru backed up by the in-club experience.
Says Diana Williams, Fernwood founder: “The first 28 days after joining a gym is the most crucial time to set someone up to succeed; and having the 28 Day Breakthru as part of Fernwood’s New Member Experience offers twice the support by allowing women to learn and discover online as they begin their gym membership.”
Client: Fernwood Fitness
Agency: Honey Communications + Taboo
Executive Creative Director: Fiona Leeming
Copywriters: Fiona Leeming – Jessica Rowe
Art Directors: Fiona Leeming – Mark Peters
Senior Account Manager: Kate Prowse
Account Manager: Jess Haren
Director: Chas MacKinnon
TV Production: Betty Wants In
Sound: Ku-Du
Media Agency: Hatched
8 Comments
Very nice work Fi! Catchy, memorable and motivating.
Only 45 years too late to be topical.
Of all the hilarious, silly, pithy, embarrassing, amazing, strong female fitness insights, Fernwood chooses to use none. Really disappointing to see another ad which makes women seem pathetically weak.
this is depressing. the only women who will like this are the ones who are already obsessed with self-image and don’t need motivating. nice, real women will look at it and be turned off by how hard and horrible it looks. dumb strategy. ugly add.
James Bond meets Charlie’s Angels without an original thought in sight.
So I cringed twice.
This specious, facile and flawed work is sadly overshadowed by the PR release that accompanies it. To whit: ”a ‘bricks and clicks’ program and a true game changer.”
The mind truly boggles.
What a horrible campaign. Awful strategy. No warm fuzzy Fernwood here just skanky stripper vibe. Horrendous!!