Anytime Fitness launches 'Find Your Fit' audio campaign via The Hallway

Anytime Fitness Australia and the Sydney independent The Hallway have launched an audio campaign to engage music-loving gym enthusiasts. The campaign is part of the Find Your Fit brand platform, which was launched by the partnership in October last year.

Running across Spotify and targeting listeners of Australia’s most popular music genres – rock, country, and hip hop – the ads introduce a cast of gym-goers whose music tastes match their workout styles. The aim is to convey the broad customer base that might 'find their fit' at the franchise.

"This is a great opportunity to evolve our Find Your Fit platform in a fun and contextual way, and creatively demonstrate that Anytime Fitness is for 'Any body, Any time,'" explained Anytime Fitness' chief marketing officer, Caitlin Bancroft.

[embed]https://vimeo.com/951339754[/embed]

Directed by Ralph van Dijk and produced by Made in Katana, with narration by a mix of local and international talent, the 30-second spots build worlds through soundscapes with overlaid music tracks inspired by their respective genres

[embed]https://vimeo.com/951337399[/embed]

“What a pleasure it's been to expand the Find Your Fit universe with the team at Anytime Fitness, and a particular joy to reunite with Ralph to do it," said creative director at The Hallway, Jessica Thompson.

"And if you’re as surprised as I was to learn country is amongst the top 5 workout genres, I say we step into our spurs and see what all the fuss is about.”

[embed]https://vimeo.com/951342276[/embed]

In April, The Hallway unveiled a new brand campaign for BCU Bank, with a playful nod to some of the more unorthodox financial backup plans of Australians rooted in genuine consumer behaviours, from “asking daddy” to selling feet pictures and waiting for inheritances.

See also: The Hallway tells Aussies to get ‘A Better Back-Up’ for BCU Bank

Credits:
Client: Anytime Fitness
Creative and Media: The Hallway
Director: Ralph van Dijk
Production: Eardrum
Production: Made in Katana