Basic-Fit
Do you need a six pack to be fit? A toned bum? A size 36? Or do you need to be in the gym five times a week?
For Basic-Fit, we created Define fit for yourself: an international campaign that challenges the pressure of fitness trends, beauty standards and everything others say you should be. Because being fit looks different for everyone. And how you get there is up to you.
Agency
Big Shots
Awards
Role & responsibilities
Set up the collaboration, from first conversation to agreement
Account lead on client relationship, process and growth
Briefing and directing creative and execution teams
Coordination of planning, processes and delivery
SAN Accent (nomination)
Decide for yourself what is fit
The campaign introduced the new brand promise Go For It in five countries. With provocative statements and outspoken characters, we showed how quickly people judge their bodies, age, strength, pace, or motivation. Always with one clear answer: I will decide that for myself.
This positioned Basic-Fit as the fitness brand for everyone. Not just for people who are already fit, but especially for everyone who wants to start, stick with it, or come back in their own way. At home, in the club, taking it easy or going all out.
The campaign was rolled out in multiple flights across TV, radio, online video, social media, and digital out-of-home. In this way, Go For It was positioned as a broad brand promise: no rules, no pressure, no fixed standard. You decide for yourself what fits.