‘How did I get here?’ asks a gay club raving granny in new Fitness First campaign
A 75-year-old grandma on a night out in a gay club and a 45-year-old mother rock climbing ask themselves ‘how did I get here?’ in a new campaign for Fitness First.
It is its first campaign from VCCP Sydney with a new outdoor and print campaign to celebrate ‘life’s winning moments’ with the new outdoor, digital, press, radio and in-club campaign.
Sam Bragg, head of marketing, Fitness First Australia said in a statement:“Yes, fitness is a hard sweat and you’ve got to work at it, but the end result can lead to a range of emotional and physical benefits. That’s why Fitness First exists, to get you to that moment.”
The campaign takes in seven different scenarios, including a pre-roll digital clip of a grandma having fun in a gay club, a girl in the desert and a drummer.
Fitness First How Did I Get Here? Grandma from VCCP Sydney on Vimeo.
David Kennedy-Cosgrove, managing partner, VCCP Australia added: “No brand makes us successful at life, we do that ourselves. And very few brands have the ability to be our secret weapon or ally, helping us get to where we want to be. Fitness First is one of the rare exceptions.”
Fitness First How Did I Get Here? Desert Girl from VCCP Sydney on Vimeo.
Dean Hunt, founding creative director of VCCP Australia said: “The idea is simple. When you’ve found your winning moment, you ask the question ‘How did I get here?” and the answer to that question is ‘Fitness First’, a subtle nod to your willing partner on that journey.”
Fitness First How Did I Get Here? Drummer from VCCP Sydney on Vimeo.
Credits:
Sam Bragg, Head of Marketing, Fitness First Australia
Pete Manuel, Managing Director, Fitness First Australia
David Kennedy-Cosgrove, Managing Partner, VCCP Australia
Mark Harricks, Creative Director, VCCP Australia
David Hunt, Founding Creative Director, VCCP Australia
Jessica Waal, Art Director, VCCP Australia
Nick Cole, Copywriter, VCCP Australia
Livia Stefanini, Senior Strategist, VCCP Australia
Michele O’Neill, Strategy Partner, VCCP Australia
Jill Chestnut, Group Account Director, VCCP Australia
Dominique Turner, Producer, VCCP Australia
Tim Georgeson, Photographer, Sam I Am
Samantha Simpson, Producer, Sam I Am
Artwork, Cream Studios
How did I get here?
By paying over the top for a black back pack and huge fees for access to gyms.
That’s how!
Love the concept, very insightful.
Better than the usual gym fare
“A 75-year-old grandma”? No wonder I never bothered with Fitness First when I was choosing a gym.
Globogym! If you want to see authentic fitness advertising look on YouTube at some of the TVCs and short films that Cross fit Media has produced.
‘How did I get here?’
I got locked into a contract and now only ever refer to this company as ‘Finance First’.
Wtf. Saw the outdoor, my first impression is that fitness first gives you dimentia and puts you in uncomfortable situations. Classic case of someone trying to be too creative and not thinking about context.
Awesome campaign well done all!