Fitness First Unveils ‘Put Yourself First’ Campaign Via Thinkerbell

Blank street billboard at night city.

Fitness First has today launched a new brand platform, ‘Put Yourself First’ via indie creative agency Thinkerbell.

2020 was a physically and mentally exhausting year for everyone, with Australians struggling to find time to prioritise their own needs. Newly released research conducted by YouGov Galaxy has found that more than 60 per cent of Australian’s believe they need to find more time for themselves to stay fit and healthy.

Further, over half of all Australian’s agree that they need to find a way to sometimes put their own needs first, before others. This was especially true for parents of children under 12 with 83 per cent of them saying they needed to look after themselves more.  With many Australian’s finding it hard to find the time to put their own needs first the new brand platform aims to give Australian’s a gentle nudge, and permission, to start to ‘Put Yourself First’.

“At Fitness First we believe the real journey to fitness is both physical and mental. Inner-strength and resilience is just as important as physical training and healthy eating,” says Matt Fletcher, head of brand strategy at Fitness First.

“Fitness First has clubs in convenient locations, 24/7 access, 1000’s of classes, world class facilities and leading personal trainers, to help our members put themselves first. We are determined to encourage people to look after their own needs, and ensure that people stay fit and healthy, especially as we are now living in such a challenging environment,” added Fletcher.

empty billboard,3d render


Paul Swann, executive creative tinker at Thinkerbell said: “We challenged ourselves to develop a brand platform that promotes the benefits of exercise outside of the usual physical benefits, such as weight loss and muscle gain.

“The ‘Put Yourself First’ platform aims to celebrate it’s not selfish to take care of yourself and ultimately when you do, you can show up better for others,” added Swann.

Blank street billboard poster stand mock up in downtown. 3d illustration.

The work will roll-out across the entire gym experience and then into TV, online video, OOH, press, digital and social channels along with owned channels.


Fitness First:

Head of Brand Strategy – Matt Fletcher

Brand and Communications Manager- Mei Wong


Executive Creative Tinker – Paul Swann

Head Production Tinker – Grant Anderson

Lead Production Tinker – Paul Leaning

Lead Thinker – Lauren Shelley

Chief Thinker – Adam Ferrier

General Manager – Katie Dally

Thinker – Sarah Siv

Head Creative Tinker – Sesh Moodley

Lead Creative Tinker – Chris McMullen

Creative Tinker – Sam Cable

Head Brand Thinker – Gerry Cyron

Thinkerbell PR

Head PR Thinker – Natalie Duncan

PR Thinker – Laura Mitchell

Media Agency – PHD Media

TVC Production company – Clockwork Films

Director: Alex Feggans

Executive Producer: Heath George

Producer: Alan Robinsons

Stills Production company: Flint

Photographer: Toby Dixon

Executive Producer: Tim Berriman


Please login with linkedin to comment

Ad campaigns fitness first Thinkerbell

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]