It’s summer Downunder, the time when an Aussie has to swim. Swimmers need fuel, so Thinkerbell has put bananas at the forefront of fuel choices with Banana Swim Pass, a summer extension of the successful Banana Gym Pass, first launched on National Banana Day 2024, which reframed bananas into a literal passport to physical activity by unlocking free gym access across the country.

For one day only, January 21, a banana grants entry to around 70 participating pools across the country. Simply buy a banana and bring it along to a participating swim centre to redeem a free swim.

The campaign was enhanced by Australian Olympian and world champion, Ariarne Titmus, to help encourage more families, fitness fans and friends to cool off, get moving, and make bodies swim; and supported by a multi-channel national campaign including earned, OOH, YouTube, radio, paid and owned socials and influencer content.

Thinkerbell, head tinker, Zac Goldberg, commented, “Banana Pass is a powerful platform for getting more Aussies to eat more bananas and get moving. Like Australian Bananas, it’s full of potential. Through Measured Magic, it’s exciting to keep evolving the idea in new ways that encourage healthier, more active Aussies – from gyms, to swimming and beyond.”

Credits
Client: Australian Bananas (Hort Innovation)
Creative, Earned, Paid & Owned: Thinkerbell
Media Partner: Val Morgan Outdoor & Sundance Media