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.
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.
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.
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
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
Independent experience agency The Misfits has recently announced a strategic partnership with cultural change and leadership experts Nancy Hromin and Kate Chaffer. While the company has for a long time operated in the space of creative services, digital and content marketing, film production and events, The Misfits is now broadening this offering to include business […]
TripleLift has today announced an expansion in their Asia Pacific (APAC) operations, with Henry Shelley [featured image] appointed as Managing Director, based in Singapore. Fueling TripleLift‘s expansion in APAC is its success in Australia, where the company works with 70 per cent of the top 50 comScore publishers. “As the home to several of the worlds’ […]
Rob Highett-Smith joins Fiftyfive5 in the newly created role of head of performance measurement. Performance measurement represents one of the three core offer areas at Fiftyfive5 with tracking programs running across 40 countries; representing our fastest growing capability pillar. Rob joins to lead this capability, which encompasses brand and comms tracking, multi market monitoring, CX and customer satisfaction, as well as other longitudinal programmatic work.
Podium has continued its international expansion today announcing its launch in Australia. Podium serves more than 90,000 local businesses in the United States, Canada and Australia, and has seen its customer base in Australia almost quadruple to over 3,000 local businesses since the start of the pandemic. Through its SMS-based platform, Podium helps local businesses receive […]
Commercial DAB+ hip hop and RnB station, THE EDGE has appointed Emily Copeland, to the newly created role of General Manager. Copeland brings an awesome mix of skills and experience to THE EDGE, including cross-platform media content experience, partnerships and events (including music festivals – remember those?). Copeland also has a stack of achievements to […]
Brianne West is the founder and CEO of Ethique, a New Zealand-based sustainable, plastic free and cruelty free skin and hair care range. West sat down with B&T to explore what genuine environmental sustainability looks like, and how brands can better respond to eco-conscious consumers. B&T: Why are we seeing a rise in eco-conscious consumption? BW: […]
Blis has today revealed its new Consumer Confidence Pulse — the most comprehensive tracker of its kind — this interactive dashboard builds on its existing trend data around consumer mood to analyse behaviour during the COVID pandemic. The dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors […]
Following the success of Series One: Grey Nomads, Australian Seniors has launched the second series of the Life’s Booming podcast – Dare to Date. Hosted by James Valentine (pictured with guests Liz and Barry), Life’s Booming explores the incredible stories and addresses topics important to Australians over 50. Series two titled Dare to Date is a six-part series that covers real-life love, […]
World-leading conversational agency VERSA has bolstered its team with two senior appointments in response to growing uptake in conversational AI technology across various sectors. Vanessa Tout has been appointed global head of client partnerships and growth, while Michael Oso-Hughes comes on board as design director. Tout joins VERSA CEO Kath Blackham and managing director Michael […]
Engagement marketing agency, Banter, has hired Patrick Rutkowski as Creative Technologist, to further bolster the digital and innovation side of the business. Rutkowski joins Banter after having spent the last five and a half years at independent creative agency, The Hallway where he was most recently creative technologist working with the likes of Rheem, Tourism […]
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]