Fitness First encourages Aussies to keep their motivation alive in new campaign via VCCP Sydney
This week Fitness First has launched its latest brand campaign via VCCP Sydney, tackling the very relatable barrier Aussies are faced with every day; motivation.
The brand’s third campaign under the Keep Fit Interesting communications platform (launched in 2018) showcases everyday scenarios in which we typically lose our fitness motivation. Most of these can be solved by the mental and physical benefits of variety, an ethos Fitness First champions as it continues to lead the way in helping Australians persevere in fitness.
Says Kim Feitelberg, executive head of strategy, VCCP Sydney: “In a category characterised by many monotonous, soul-destroying fitness regimes and quick fixes, the key to motivation and ongoing, sustained fitness is variety. This is Fitness First’s competitive advantage.”
The campaign has launched into market this week with an omnichannel strategy across digital and social, supported by a heavy national digital OOH presence.
Media agency, PHD, has taken a dayparting approach to OOH and digital media with the intention of inspiring people in the very moments they need it most. Through this method, the campaign provides a variety of contextual versions of the creative to resonate with consumers in those moments, whether it be the daily commute home, or when the temptation of a large lunch trumps the motivation for a workout.
Says Paul Sharp, creative director, VCCP Sydney: “Double entendres aside, we traditionally see a lot of serious pumping and sweating with work from this category. It’s great to buck that trend for a change and stand out through humour, built on a relatable thought—the fragility of our motivation when it comes to getting and staying fit.”
Says Matt Fletcher, head of marketing, Fitness First: “Our own research shows no matter how much ‘willpower’ we think we have, we cannot be motivated to make changes for the better without the influence of certain needs. Most importantly, variety.
“We see firsthand the benefit of variety in keeping someone motivated to reach their fitness goals. It’s what underpins Fitness First’s philosophy – from the way our clubs are designed, to the classes and fitness experiences we offer.
“As the fitness leader, we remain committed to getting more Australians on the journey to long term health. Having options available in a way that’s convenient is one of the most important factors in creating sustainable, healthy habits.”
Visit fitnessfirst.com.au/find-your-motivation to view the campaign.
Matt Fletcher, Head of Marketing, Fitness First Australia
Ashley Fitzgerald, Brand and Communications Manager, Fitness First
Emma Van Meurs, Senior Designer, Fitness First
Kim Feitelberg, Executive Head of Strategy, VCCP Australia
Paul Sharp, Creative Director, VCCP Australia
Michael Dawson, Nick Bonney, Writers
Elizabeth Barnett, Group Account Director, VCCP Australia
Melissa Hill, Account Director, VCCP Australia
Jules Jackson and Sue Hind, Agency Producers
Luke Shanahan, Director
Larnce Gold, Photographer
Sean Davitt, Head of studio, VCCP Australia
Heath George and Damien Whitney, Executive Producer Clockworks Films
Abby Sie, Sound Production, Song Zu
Public Relations, opr Agency
. . . serious question: Does this mean that Fitness First does aerobics classes and that is what’s interesting? i.e.: That’s why he found his motivation?
I just find it a bit confusing tbh.
That is horrendous.
There’s been decent money spent on this rubbish too
This is a good bit of fun
I have no idea what’s going on here. The storytelling is confusing and all over the place. Then signs off w a horrendous meaningless pun
a real rain will come and wash scum like you off this website.
What this lacks in strategic insight, energy, creativity and distinctiveness it will never make up in production value. What a strange ad to make. This will do absolutely nothing for the brand.
Nice work Dawso and co. Very different approach for the category. My ad motivation is feeling a lot better!
There’s a long list of people here and a lot of checks and balances on this work. It does the opposite of ‘Just do it’. All I’m left with is a tired sinking feeling. It’s depressing. Nothing motivating about a proposition that tells you you’ve lost your motivation. All I get is that Fitness First is for people that put fitness last. The crafting of the execution is nothing to be cheering about either. The music was incredibly clichéd.
Anyone would think all the good people have gone from the agency and this is the result…….
Way better than most of the shit that gets PR’d on here
love it. very well executed and dark. Great to position a brand outside attractive people isn’t it. Nice one.
Well made and brave. Very un ad-like. Hope it works.
In a competitive, shouty, retail, offer-led category, this will stand out very nicely. And personally I relate to it!
Fitness First is run with a just keep it alive mentality. So as woeful as this is, at least it’s on brand.
All the other gyms offer variety too. In fact, Virgin Active probably does that better.
A very well made piece. In this climate- refreshing to see something I like. It is hugely different for the category so that’s something. Angry people out there on this blog. Well done VCCP. And Shanahan is a great director too. Love his film.
You really need to become more discerning.
Don’t mind the strategic insight that monotony is demotivating, but why does the spot spend 1.14 talking about the problem and 1 sec promoting the solution; variety?
I fully agree with standing out by being different, but seriously, the message here is so obtuse and the execution so boring and un-engaging that frankly I don’t get anything whatsoever from it.
A lot of people commenting on here are confusing ‘different ‘ and ‘well-produced’ with ‘good’. There’s no apparent connection here between problem and solution. There’s nothing here to say that FF will help you rediscover your motivation or why. So the production values are quite simply irrelevant.
It’s the interesting work that motivates the most commentary.
FFS…. that is the most depressing, obtuse piece of content anyone has ever witnessed.
you’re wrong. its work on the brands which usually create interesting work that motivates viewers clicking on articles in the first place. the commentary is just people’s opinions on that work, which in this instance is clearly not up to the brand’s usual standards.
Just because there’s a negative, it doesn’t make the outtake a positive.
Shanahan fan. Watched it and loved it. Don’t care for all the to and fro. Looks great.
Sad, slow, grey. That’s my takeout. I know think of sad when I see the FitnessFirst brand
this is awful and depressing.
the stills guy has a category on his site called “schnitzels”
yeah adworld is really going for bottom dollar these days.
what a shitfight.
glad i got out years ago.
To stay fit is a bit challenging especially when you are not motivated but through the help of this campaign it will encourage more people to be serious in taking care of their health