Cannes Contenders: VCCP Sydney

How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

VCC0040 FF_HowFitFeels_Elle_HR_300dpi (1).jpgFitness First: How Fit Feels
VCCP, Sydney

Australia has become obsessed with how fitness looks. 68% of Australians quit exercise because they don't see physical change fast enough. Fitness First wanted to help Australia understand the true value of fitness. So they conducted an experiment to prove that fitness is more than how you look, called #HowFitFeels. Over 12 weeks, 3 people took up fitness and 3 of the fittest gave it up. To focus on the psychological benefits of fitness the experiment never showed their bodies. The experiment got Australia talking. Featuring on national TV, 31,500,000 media impressions, 4,800,000 views across all channels, 4,100 Facebook shares.

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