That magical time when people make unattainable fitness goals has come around again. Anytime Fitness has a better option – a fitness plan that helps them better live their lives each day. And Mischief @ No Fixed Address has a fun campaign that reminds people they don’t have to train to be an Olympic athlete or triathlon contender. Most of us are just trying to handle all that everyday life throws at us. 

“No one wants to break a sweat walking up a flight of stairs or opening a jar of pickles,” stated April Anslinger, global chief marketing officer, Self Esteem Brands, parent of Anytime Fitness. “Anytime Fitness helps people around the world to train for all of life’s moments—no matter how big or small. Just real people making real fitness progress.”

More than a campaign, Mischief’s Train for Your Life, is a brand platform to house multiple ideas time and time again throughout the year – because everyday life happens literally every single day for Anytime Fitness members.

Earlier this year, Anytime gamified the Super Bowl with Powell to give people the chance to win a trip anywhere in the world there is an Anytime Fitness (which is quite literally on every continent) every time they heard the word “anytime.” It was said three times. The stunt led to a 2,171 percent increase in social mentions and the highest brand favourability hike Anytime had ever seen.

The new instalment features Arnell Powell once again as an Anytime Fitness Coach spokesperson and includes two hero 30-second spots supported by social OLVs, banner ads, and audio across radio and Spotify. 

Howard Finkelstein, group creative director at Mischief, commented, “We were thrilled to get Arnell back in the gym as our coach spokesperson for some more fun, after the success of our Super Bowl stunt. We don’t know how Arnell manages to nail his lines after doing 500 sit ups to camera, but we’re impressed—and a little scared.”

Credits
Client: Anytime Fitness
Global Chief Marketing Officer: April Anslinger
VPs, Marketing: Julie Anderla & Traci Elder 
Senior Director, Brand Marketing: Katie Sowieja 
Marketing Operations Manager: Jenna Lyons 
Director of Content and Social: Meg McDougall 
Creative Director: Sara Janssen

Agency: Mischief @ No Fixed Address
CCO, Co-Founder & Partner: Greg Hahn 
President & Partner: Kerry McKibbin 
ECD & Partner: Kevin Mulroy 
Group Creative Directors: Ross Fletcher & Howard Finkelstein 
EVP Head of Production: Will Dempster 
Integrated Producer:Spencer Houghton 

Head of Strategy & Partner: Jeff McCrory 
EVP, Strategy Director:Nimisha Jain 
Strategy Director: Hannah Newport
Account Director: Nicole de Ravel 
Account Supervisor: Nick Duran 
Head of Development & Partner: Oliver McAteer

Production Company: Strike Anywhere
Director: Pete Marquis
Executive Producer: Victoria Guenier
Producer: Adam Lawson
DoP: Julia Swain
Production Designer: Cheri Anderson
Wardrobe: Soseh Keshishyan
Make-Up: Hanna Bogale
Casting: Erica Henderson

Offline Editorial: School Editing
Editor: Matthew Kett
Assistant Editor: Jordan Allen
Executive Producer: Yumi Suyama

Audio: Vapor Music
Session Director: Dustin Anstey
Engineer: Julian Rudd
Sound Designer: Levi Considine
Executive Producer: Kat Stewart
Producer: Matilde Mata

Finishing: Artjail
Colourist: Clinton Homuth
Colour Assistant: Austin Tang
Flame Artist: Cory Johnson
Flame Assistant: Arash Shahabi
Producer: Alison Maxwell