There are dozens of triggers that make people want to get fit. There’s one that will make them commit. They have to put themselves first – it overrides the excuses. Thinkerbell has gleaned this insight for Fitness First, to create a campaign that stands out in a very noisy category.
Paul Swann, executive creative tinker at Thinkerbell, explained, “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 that it’s not selfish to take care of yourself and ultimately when you do, you can show up better for others.”
The insight is backed by YouGov Galaxy, which found that more than 60% of Australian’s believe they need to find more time for themselves to stay fit and healthy and over half of all Australian’s agree that they need to find a way to sometimes put their own needs first, before others. This was especially true for parents of children under 12 with 83% of them saying they needed to look after themselves more. Thinkerbell’s campaign aims to give Australians a gentle nudge, and permission, to start to Put Yourself First across the entire gym experience and then into TV, online video, OOH, press, digital and social channels along with owned channels.
“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,” stated Matt Fletcher, head of brand strategy at Fitness First.
Credits:
Agency: Thinkerbell
Executive Creative Tinker: Paul Swann
Head Creative Tinker: Sesh Moodley
Lead Creative Tinker: Chris McMullen
Creative Tinker: Sam Cable
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 Brand Thinker: Gerry Cyron
PR: Thinkerbell PR
Head PR Thinker: Natalie Duncan
PR Thinker: Laura Mitchell
Media Agency: PHD Media
TVC Production: Clockwork Films
Director: Alex Feggans
Executive Producer: Heath George
Producer: Alan Robinsons
Stills Production: Flint
Photographer: Toby Dixon
Executive Producer: Tim Berriman
Client: Fitness First
Head of Brand Strategy: Matt Fletcher
Brand and Communications Manager: Mei Wong
