Featuring illustrative creative from Robin Davey.
Fitness First is putting fitness back on Australia’s agenda in a campaign via Leo Australia.
“The fitness category in Australia is dominated by a lot of posturing in activewear, abs and bicep curls at 12 paces,” said Leo Australia executive creative director, Tommy Cehak.
“Our flex as a leader in the fitness industry is to stand up and put the fitness of Aussies back on the national agenda in a refreshingly fun and ownable way.”
The average Australian spends 76% of their workday sitting down and physical inactivity is now the second biggest health risk in Australia, according to Fitness First.
Only 15% of Aussies take the stairs over escalators, and one in four have never attempted to run 50 metres.
The campaign features illustrative creative from Robin Davey.
“Launching this new creative message is a defining moment for Fitness First, and we’re proud to partner with them on a campaign of this scale,” said Spark Foundry Australia GM Kimberly LeQuire.
“By combining standout creative with a high impact paid media approach, we’re supporting the brand to lead the conversation in fitness and encourage all Australians to put their health first”.
78% of Australians are missing out on the benefits of regular exercise, despite being a sport-loving country, ABS reveals that only one in five Australians aged 18-64 meet physical activity benchmarks.
“For 25 years, Fitness First has shaped how Australians engage with fitness,” said Fitness & Lifestyle Group executive general manager, marketing & PR ANZ, Sara Dunseath.
“Let’s Put Fitness First builds on that legacy as a call to action to make everyday movement central to Australian life.
“We continue to invest in our clubs, our people and our experiences to make fitness feel more human, more inclusive and easier to start.
“With physical inactivity now one of the country’s biggest health challenges, we believe established brands like ours have a role to play in shifting the national conversation from perfection to progress.”
With media led by Spark Foundry Australia, the campaign will roll out across OOH, digital, radio and social, with takeovers of Sydney and Melbourne’s Central Station steps, digital across Sydney, Melbourne and Canberra, and will run in 30, 15 and 6 second audio and video formats.
"We welcome initiatives like Fitness First’s campaign, which take a refreshing and positive approach to engaging people with fitness and making healthy lifestyles more accessible and inspiring for everyone," said AUSActive CEO Ken Griffin.
Credits
Client: Fitness & Lifestyle Group
Executive General Manager ANZ, Marketing & PR: Sara Dunseath
Head of Marketing: Joanne Power
Senior Marketing Manager: Tara Paddon
Digital Marketing Manager: Anneliese Plodr
Creative agency: Leo Australia
Chief Executive Officer: Clare Pickens
Chief Strategy Officer: Catherine King
Chief Creative Officer: Andy Fergusson
Executive Creative Director: Tommy Cehak
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
Group Business Director: Gemma Cox
Business Director: Rosie Dingle
Business Executive: Isla Cornish Brown
Strategy Director: Jessica Brackstone
Senior Designer: Johnson Diep
Production: Publicis Production
Senior Integrated Producer: Laura Midalia
Illustrator / Animation
Robyn Davey
Sound: Sonar
Original Music and Sound Post-Production: Sonar Music
Media: Spark Foundry
General Manager: Kimberly LeQuire
Client Partner: Nora Nasser
Strategy Director: Charlotte Parker
Associate Client Director: Sarah Simpson
Digital Account Manager: Matthew Mallia
Activation Manager: Chelsea McLean
Activation Manager: Amber Thorpe
PR: Ogilvy
Senior Client Partner: Suzie Bird
Client Partner: Rachel Levin
