To increase Anytime Fitness’ corporate responsibility mandate, and to partner with a meaningful, socially responsible organisation committed to sustainable world change, they engaged with the Human Kind Project to create a campaign which highlighted Human Kind’s mission whilst encouraging people to being more active and increase foot traffic through Anytime’s locations. The project including ideation of the ‘Gym Gear For Good’ day, the branding and creative direction for the advertising campaign. To achieve cut-through in an oversaturated and highly competitive market, the creative direction was driven from Anytime Fitness’ ownership of the colour lilac in the fitness industry. This coupled with a simple, clean poster art direction and typographic treatment resulted in an instantly recognisable and ownable campaign for Anytime Fitness.
Project undertaken at Sunday Lunch.