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


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