Anytime Fitness was feeling that their brand was getting stale and needed a boost. As with most gyms in the area, their usual approach was a high energy, come get it approach but they wanted something different. Something to stimulate the brand and stand out. So I created a short three week campaign designed to get people guessing and eventually talking about the Anytime Fitness Brand.
First a woman decides to break up with a long time partner.
Unfortunately they don't seem to get the message.
Finally she meets someone else and has the strength to move on.