VCCP Launches #howfitfeels Social Experiment For Fitness First

VCCP Launches #howfitfeels Social Experiment For Fitness First
SHARE
THIS



VCCP Sydney follows up their “How did I get here?” campaign with a unique social experiment that examines the emotional impact fitness has on our lives. Over a three-month period Fitness First is removing fitness from three very fit people and adding it to three people who have barely set foot in a gym.

The campaign will explore the role exercise really does play in changing a life by encouraging people to look beyond the physical improvements that come with working out.

At the heart of the campaign is a four-part documentary web series in which Fitness First interviews each of the participants throughout the experiment, documenting their highs and lows to see how fitness can transform the way you feel – not just the way you look.

Fitness First’s BioScore assessment will benchmark where they currently stand with their health, fitness and lifestyle, and reveal where there is room for improvement. They’ll also track their activity level, sleep patterns, resting heart rate and daily mood rating to evaluate how their lives begin to change.

VCCP managing partner, David Kennedy-Cosgrove said, “The mental benefits of fitness are often deprioritised over the veneer of vanity. It’s a subject worth challenging. And for a fitness brand to abandon vanity to explore mentality is quite powerful.”

Supported by a heavy digital and social media presence, in-gym media and member communications the campaign is designed to defy the category by showing the world that there is more to fitness than the way you look.

VCCP ECD Gary Dawson added, “In a world saturated with imagery featuring the body-beautiful, this unique and revealing social experiment aims to dig deeper into the psyche of fitness. We’ve only just started and emotions are running high on both sides.”

Head of marketing at Fitness First, Samantha Bragg, said, “Our own research has told us that despite the best of intentions, a third of Australians throw in the towel after as little as one month simply because they fail to see physical improvements quickly enough.

“By focusing on feelings, we want to shed light on the role exercise plays in changing a life – not just a body – and inspire more people on the journey to enjoy the benefits fitness brings beyond the physical.”

 

Please login with linkedin to comment

Latest News

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]