New Fitness First campaign sees members ask ‘how did I get here?’

A 75-year-old lady on a night out in a gay club and a 45-year-old mother rock climbing ask themselves ‘how did I get here?’ in a new advertising campaign for Fitness First.

It is its first collaboration with the agency VCCP Sydney, the Fitness First campaign looks to celebrate ‘life’s winning moments’ with the new outdoor, digital, press, radio and in-club campaign.

Introducing the campaign, Fitness First Australia Head of Marketing Sam Bragg explained “fitness is a hard sweat and you’ve got to work at it, but the end result can lead to a range of emotional and physical benefits. That’s why Fitness First exists, to get you to that moment.”

The campaign takes in seven different scenarios, including a pre-roll digital clip of a grandmother having fun in a gay club, a girl in the desert and a drummer.

VCCP Australia founding Creative Director of Dean Hunt added “the idea is simple  ... when you’ve found your winning moment, you ask the question ‘How did I get here?” and the answer to that question is ‘Fitness First’, a subtle nod to your willing partner on that journey.”

VCCP Australia's Managing Partner David Kennedy-Cosgrove concluded “no brand makes us successful at life, we do that ourselves.

“And very few brands have the ability to be our secret weapon or ally, helping us get to where we want to be. Fitness First is one of the rare exceptions.”

The campaign commenced on 5th October.

6th October - FITNESS FIRST PROMOTES NEW MEMBERSHIPS THROUGH FITNESS WEEK

23rd June 2015 - FITNESS FIRST TO INVEST $20 MILLION IN AUSTRALIAN CLUBS 

14th July 2015 - ‘LISTENING TO MEMBERS’ BEHIND FITNESS FIRST’S GYMBETTER EXIT

8th May 2015 - FITNESS FIRST AND REEBOK PARTNER ON FUNCTIONAL FITNESS

22nd January 2014 - FITNESS FIRST AUSTRALIA REVEALS NEW APPROACH TO FITNESS