Anytime Fitness has launched Find Your Fitphoria, a new masterbrand campaign developed by brand experience and innovation agency Akcelo.
The integrated campaign is being rolled out nationally as part of a broader brand refresh aimed at connecting with Australians who want to “find their fit.”
Based on the insight that “there’s no better feeling than finding your fit,” the campaign takes a new creative and strategic approach to fitness advertising. It focuses on the enjoyment and sense of achievement people feel when they discover the type of workout they enjoy most.
Caitlin Bancroft, Group Chief Brand and Marketing Officer at Collective Wellness Group, said: “Find Your Fitphoria reflects where the Anytime Fitness brand is heading.
“We know fitness looks different for everyone and this platform gives us the space to celebrate that individuality while reminding people of the emotional rewards that come with moving your body in a way that works for you.”
The campaign features five films directed by Rabbit’s Al Morrow, each depicting a different version of Fitphoria. Scenes range from spin classes to treadmill runs, using distinct visuals to capture the atmosphere and emotion of each workout.
The concept also extends to the campaign’s design. Each asset features a customised version of the Fitphoria wordmark, reflecting the style and environment of the workout shown.
Aden Hepburn, CEO of Akcelo, said: “This new brand campaign marks the start of our transformation agenda with the team at Anytime Fitness, and we couldn’t be happier with the work or more excited to see Australians across the country experience the campaign for themselves as they discover their own version of Fitphoria.”
Oskar Westerdal, Creative Partner at Akcelo, said: “In a category where bodies, goals and motivations are the norm, ‘Find Your Fitphoria’ taps into a fresh and exciting human truth that anyone can relate to, no matter who they are and no matter their fitness level. We are so proud to bring this truly joyful work to market, and we’re giddy with excitement for what’s to come.”
The campaign is running across cinema, TV, outdoor, radio, social media, brand activations, and a full in-club rollout across more than 580 Anytime Fitness locations in Australia.
Credits:
Client: Anytime Fitness
Group Chief Brand & Marketing Officer: Caitlin Bancroft, Collective Wellness Group
Marketing Lead: Billie Hutchinson
Brand Manager: Mary Osanlouy
Creative: Akcelo
Creative Team: Nathan Moraza & Justin Borromei
Creative Partner: Oskar Westerdahl
Client Partner: Oli Cassidy
Business Lead: Matty Graham
Senior Account Manager: Samantha Stack
Lead Producer: Stephanie Ceccaldi & Meredyth Judd
Head of Craft: Jon Foye
Design: Lee Stephens, Francis Loh, Dan Martin & Stevie Au
Animation: Denys Nichele
Group Strategy Director: Sean LaBrooy
Global Executive Creative Director: Louise McQuat
Chief Strategy Officer: Dave Di Veroli
Chief Executive Officer: Aden Hepburn
Production Company: Rabbit
Director: Al Morrow
DOP: Max Walter
Executive Producer: Marcus Butler
Producer: Serena Paul
Editor: Adam Wills
Original Music & Sound: Mosaic
Post Production: White Chocolate
Photography: Matt Baker, Louis&Co
Media: Involved Media