Fitness First launches #howfitfeels social experiment in latest work via VCCP Sydney
VCCP Sydney this week launches #howfitfeels, a unique social experiment that examines the emotional impact fitness has on our lives.
Over a 3-month period Fitness First is removing fitness from 3 super fit people and adding it to 3 people who have barely set foot in a gym. The campaign explores the role exercise plays in changing lives by encouraging people to look beyond the physical improvements that come with working out.
At the heart of the campaign is a 4 part documentary web series directed by Warwick Thornton from ‘World Wide Mind’ featuring interviews with each of the participants throughout the experiment, documenting their highs and lows.
Fitness First’s BioScore™ assessment will benchmark where they currently stand with their health, fitness and lifestyle, and reveal where there is room for improvement. We’ll also track their activity level, sleep patterns, resting heart rate and daily mood rating to evaluate how their lives begin to change.
Says VCCP ECD Gary Dawson: “In a world saturated with imagery featuring the body-beautiful, this unique and revealing social experiment aims to dig deeper into the psyche of fitness. We’ve only just started and emotions are running high on both sides.”
The first episode is supported by a heavy digital and social media presence, in-gym media and member comms.
Adds VCCP managing partner, David Kennedy-Cosgrove: “The mental benefits of fitness are often deprioritised over the veneer of vanity. It’s a subject worth challenging. And for a fitness brand to abandon vanity to explore mentality is quite powerful.”
Says head of marketing at Fitness First, Samantha Bragg:”Our own research has told us that despite the best of intentions, one in four Australians abandon their exercise regime after as little as two weeks because they fail to see physical improvements quickly enough.
“By focusing on feelings, we want to shed light on the role exercise plays in changing a life – not just a body – and inspire more people on the journey to enjoy the benefits fitness brings beyond the physical.”
Visit howfitfeels.com.au to follow the experiment.
Gary Dawson, Creative Partner & ECD, VCCP Australia
Sal Gullifa, Creative Director, VCCP Australia
Ben Pearce/Jessica Waal, Art Director, VCCP Australia
Nick Cole, Copywriter, VCCP Australia
Livia Stefanini, Planner, VCCP Australia
Sam Waymont, Digital Strategist, VCCP Australia
Elizabeth Barnett, Group Account Director, VCCP Australia
Melissa Hill, Account Director, VCCP Australia
David Kennedy-Cosgrove, Managing Partner, VCCP Australia
Mandy Payne, Agency Producer
Michelle Parker, Executive Producer
Warwick Thornton, Director
World Wide Mind, Production Company
Website, Mentally Friendly
Media, PhD
Public Relations, Ogilvy PR
Samantha Bragg, Head of Marketing, Fitness First Australia
18 Comments
Why are they in the shower?
This is a good content play, and focussing on the emotion, not the physical is a smart way to sell fitness in a highly stressed out society. As long as the videos are half way reasonable this looks like the sort of thing people would be happy to snack on. With good PR around it you could imagine this being a really effective campaign.
Content that doesn’t feature some stupid jokey bloke in some hyperbolic tale nobody gives a shit about? Come on guys, it’s 2016. You should be doing this stuff by now.
In seriousness, good to see something worthy from Australia. Keen to see how this plays out.
seriously whyyyyyy are they in the shower??
Nice one, Sal. Excited to see how this pans out.
I hope they all hook up in the shower in their moderately healthy states in episode 4
Did you watch it the whole way through?
Agreed, the UX on the site is average at best. Shame because I think this to would have elevated the idea.
Good to see a client getting behind an interesting project!
Like your work VCCP!
brave and original work. well done Gaz and the team
Yes, I watched the whole way through. Still baffled as to why they’re in the shower.
Love the idea that a fitness brand can sell themselves on something bigger than looks. Very bold and fresh.
Who cares why they’re in the shower? You watched it, you’re captivated, so what?
Bold move from Fitness First. Watching with intrigue.
Hey VCCP guys, just a reminder that the job number for comments is FFC0067. Cheers.
Why doesn’t the water land on their heads?
This is actually a good idea, shot well, well told. Doesn’t feel advertising at all.