Around New Years, consumers are bombarded with messages to lose weight, but Planet Fitness’s judgement-free philosophy welcomes everyone exactly how they are – no matter what. The campaign included TV, digital, radio, social, a Times Square takeover and on-the-ground activations on New Year’s Eve. 

As the main sponsor the New Year’s Eve celebration in Times Square, we had to stand out in a visually crowded space. Live action and animation, CG typography, plenty of color and dripping gold logos was a combo that couldn’t be ignored. JB Smoove helped.

Results

The campaign increased awareness from 15% to 24% and exceeded sales goals by 27%. Social produced over 4x engagements compared to the previous year.

Credits

Made with Matty Poitras, Alyssa Fishman, Evan Gott. Directed by Will Johnson and Sean Martin @ Gentleman Scholar.