Challenge
For many people the gym still feels like a hurdle. As if you need to be fit before you dare to go in. Basic-Fit wanted to break that image. The mission is clear: working out should be comfortable, inclusive and motivating for everyone.
Basic-Fit
How do you turn a gym into a place where everyone feels welcome?
Insight
A gym is not for one type of person. It is a mix of goals, energy levels and routines. Beginners, returners, early birds and night owls all follow their own path at their own pace. If people feel seen, the threshold drops.
Idea
Package the gym as a jungle. An ecosystem of different fitness animals that represent real gym archetypes. From the curious meerkat newcomer to the social flamingo class goer. Each with its own traits and motivations. We brought them to life in posters, billboards and a film.
Execution
On basic-fit.nl people could take a short test to discover their type and the fitness habitat that fits them. The campaign made the conversation about working out lighter, more fun and more relatable. The goal was simple: help more people feel confident enough to step inside.
- ClientBasic-Fit & Young Dogs
- RoleCreative
- Year2023
- TeamSolo
- RecognitionHonorable Mention
