GoodLife Fitness rolled out its newest campaign this week that aims to put a spotlight on ‘real people,’ the ones who inspire others to be themselves. The brand wants to drive home the messages that stereotypes about fitness influencers are a thing of the past and demonstrate that fitness is for everyone.
“With this campaign, GoodLife Fitness is reclaiming fitness for everyone. Fitness isn’t only represented by a perfect 6-pack or how many followers you have. It’s about getting up and showing up,” said Nicole Pekerman, vice president of marketing, GoodLife Fitness. “We’re celebrating the people who show up and put in the work to be active and then share that experience with people around them. It’s the positive feeling you get when you take care of yourself and connect with others so they can feel the same way. That’s where the magic is.”
https://www.youtube.com/watch?v=nWRxEXvvmGQ
As part of the campaign, a new TV-spot was created that pushes against the stereotype of what it takes to be a fitfluencer. Social, digital and out-of-home feature real Goodlife employees and members, captured in moments that depict their love of fitness, following a national casting call last month that generated more than 3,000 applicants. Each image features the signature of the member or employee, a symbol of their unique qualities as real-life influencers.
Agencies behind Goodlife Fitness’ Fitfluencer Campaign?
- GUT Toronto
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