We understood from the get-go, that a January gym campaign was almost as expected as someone eating one too many mince pies at Christmas. Which is why we started by getting an understanding into the competitor landscape, as well as learning who Total Fitness are and what makes them unique.

Taking all our insights onboard, we presented initial territories to the Total Fitness team, with each taking the campaign in a direction which felt distinctive to them. The route selected was centred around the notion that everyone’s goals are different. And that Total Fitness’ great value health clubs and community-driven approach means that everyone feels empowered to succeed, whatever their focus is.

Leaning into the feel-good fun, personality and welcoming community feel, we created a campaign concept which aims to continue the celebrations through December and into January.

“Celebrate every win” clearly supports any gym goal as well as subtly nodding to an inclusive message. To create a memorable moment within each video, we slowed our gym go-ers celebrations right down to capture that elated feeling of breaking through.

These celebratory moments were coupled with a playful script to bring through the fun, feel-good tone of voice Total Fitness adopts.

M.Y Role: Art Director

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Agency: BGN

Creative Director: David Newton

Lead creative: Mel Yates

Account management: Rachael Jebb and Paul Bailey

Designer: Francesca Smith

Developer: Adam Beecham

Motion: Nick McCloughlin

Pitch win: Antonio Giasante

Production: ABF Pictures

Photography: Owen Juice

Copywriting: Abi Davision

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Recognition

Best advertising campaign below £50,000 at Prolific North’s Creative Awards – Nomination
Consumer Services at Roses Creative Awards – Nomination