Case Study - Planet Fitness Brand Launch



TV - Countdown (Brand Launch Spot)
Judgement is everywhere except for Planet Fitness


Brand Launch / NYE 2016

Challenge:
Make America’s fastest-growing gym the undisputed leader in the category.

Solution:
In 2017 Planet Fitness wanted to move from a challenger brand to the leader in the category.
It meant we would have to convince people who hadn’t worked out or belonged to a gym in years, if ever, to join Planet Fitness.

First we set out to eliminate the intimidation that came with joining a gym. With their logo as our muse, we drafted off a universal symbol that embodies exactly how freedom from judgement makes you feel. The thumbs up emoji.

Planet Fitness was now the Planet of (thumbs up). No longer was it simply an escape from judgmental gym's, Planet Fitness was now an escape from a judgmental world.

Our message: The World Judges. We Don’t. Planet Fitness. Be Free.

With January being the peak month for joining a gym, we launched our campaign during the fitness world’s Super Bowl: New Year’s Eve by taking over one the world’s biggest stages, Time Square.


Launch Results:
-67% increase in joins from the previous year.
-Surpassed single day join record by 162%, the most in their 25 year history.
-73.4 million media impressions in the US

Client: Planet Fitness
Role: Associate Creative Director - Copy
Agency: Hill Holliday

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TV - Puffy Baby Man
A man wakes up to judgement from an unexpected place.



Client: Planet Fitness
Role: Associate Creative Director - Copy
Agency: Hill Holliday
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Case Study - April Fools 2017
We created a special partnership for Planet Fitness that ended up as one of the Best Hoaxes of 2017 on Adweek



Client: Planet Fitness
Role: Associate Creative Director - Copy
Agency: Hill Holliday
2019 — New York City