Anytime Fitness inspires Australians to return to the gym in new Mercer Bell campaign

Gyms across Australia are re-opening this month, after being forced to close for a period to slow the transmission of COVID-19. Accordingly, Anytime Fitness, a Collective Wellness Group brand, is encouraging members to return to the gym after a stint of home work outs with its new campaign ’24/7 Human’.

Developed by Mercer Bell, the campaign launches this weekend and features members, employees and club owners in the visual assets.

An out of home ad

“Our industry has been profoundly impacted by COVID-19 but there’s light at the end of the tunnel,” said Collective Wellness Group’s chief marketing officer, Emily Thompson.

“Our franchisees and club teams can’t wait to welcome members new and old into their gyms, and with this campaign MercerBell has really captured that sentiment.”

The agency’s executive creative director, Vaughan Townsend, said the campaign is designed to communicate that Anytime Fitness is a “24/7 community”.

“Everyone knows Anytime Fitness is open 24/7. But that isn’t what makes it special. We wanted a campaign to capture its unique spirit,” Townsend said.

“Anytime Fitness is a place that members go to work out, hang out and be with likeminded people. The new campaign captures this feeling of a 24/7 community and will appeal to new audiences who are looking for something more from their gym.”

In January, Nick Mercer announced he was departing the agency he co-founded in 1999, before selling to Publicis Groupe’s Saatchi & Saatchi in 2016, just a month after fellow co-founder and executive creative director David Bell also announced his exit.


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