Fitness First pushes exercise as self care, launches ‘Put Yourself First’ platform
After a physically and mentally draining year, Fitness First is seeking to highlight the importance of staying fit, launching new brand platform ‘Put Yourself First’.
The new platform and accompanying campaign was inspired by YouGov Galaxy research which found that 60% of Australians believe they need to find more time to stay fit and healthy and 83% of parents of children under 12 saying they needed to look after themselves more.
The out-of-home execution
In response, Fitness First is targeting both the physical and psychological benefits of keeping active, as well as its range of facilities.
“At Fitness First we believe the real journey to fitness is both physical and mental. Inner-strength and resilience is just as important as physical training and healthy eating,” says Matt Fletcher, Fitness First’s head of brand strategy.
“Fitness First has clubs in convenient locations, 24/7 access, 1000’s of classes, world class facilities and leading personal trainers, to help our members put themselves first. We are determined to encourage people to look after their own needs, and ensure that people stay fit and healthy, especially as we are now living in such a challenging environment.”
Created by Thinkerbell, the campaign is rolling out in every Fitness First gym and then launching on TV, online video, out-of-home, press, digital and social media.
Paul Swann, executive creative tinker at Thinkerbell, said: “We challenged ourselves to develop a brand platform that promotes the benefits of exercise outside of the usual physical benefits, such as weight loss and muscle gain.
“The ‘Put Yourself First’ platform aims to celebrate it’s not selfish to take care of yourself and ultimately when you do, you can show up better for others.”
The press execution
Credits
Fitness First
Head of Brand Strategy – Matt Fletcher
Brand and Communications Manager- Mei Wong
Thinkerbell
Executive Creative Tinker – Paul Swann
Head Production Tinker – Grant Anderson
Lead Production Tinker – Paul Leaning
Lead Thinker – Lauren Shelley
Chief Thinker – Adam Ferrier
General Manager – Katie Dally
Thinker – Sarah Siv
Head Creative Tinker – Sesh Moodley
Lead Creative Tinker – Chris McMullen
Creative Tinker – Sam Cable
Head Brand Thinker – Gerry Cyron
Thinkerbell PR
Head PR Thinker – Natalie Duncan
PR Thinker – Laura Mitchell
Media Agency – PHD Media
TVC Production company – Clockwork Films
Director: Alex Feggans
Executive Producer: Heath George
Producer: Alan Robinsons
Stills Post Production company: Limehouse
Photographer: Toby Dixon
Executive Producer: Tim Berriman
