+M
Media Impressions
%
Above the campaign goal
%
Increase in positive sentiment
Expertise
Services
Creative Strategy, Ideation + Execution
Cultural + Audience Insights
Editorial Services
Media Relations
Influencer Engagement
Influencer + Media Events
DE&I Strategy
When it comes to finding a gym, Canadians have no shortage of options with more than 8,500 establishments dotting the country. Yet, fitness has become such an intense, intimidating world that one in five Canadians say they feel judged when going to the gym, creating a barrier to working out in a gym setting.
This gymtimidation served as a springboard for the campaign we created with Planet Fitness. We introduced a new spokesperson for the brand – Sasquatch, arguably the most judged Canadian of all time. Our hook? If Sasquatch can feel at home working out at Planet Fitness, anyone can.
This fully integrated campaign included TV spots featuring Sasquatch working out in a Planet Fitness gym and not turning a single head, paid and organic social, digital video, and an in-person Sasquatch sighting in high-traffic downtown Toronto locations.
This campaign created a new kind of workout icon while driving home the message that Planet Fitness is a safe and comfortable place to exercise, no matter who you are.
Narrative is a division of TADIEM, a framework for forward thinking.
© NARRATIVE 2024.
+M
Media Impressions
%
Above the campaign goal
%
Increase in positive sentiment
Expertise
Services
Creative Strategy, Ideation + Execution
Cultural + Audience Insights
Editorial Services
Media Relations
Influencer Engagement
Influencer + Media Events
DE&I Strategy
When it comes to finding a gym, Canadians have no shortage of options with more than 8,500 establishments dotting the country. Yet, fitness has become such an intense, intimidating world that one in five Canadians say they feel judged when going to the gym, creating a barrier to working out in a gym setting.
This gymtimidation served as a springboard for the campaign we created with Planet Fitness. We introduced a new spokesperson for the brand – Sasquatch, arguably the most judged Canadian of all time. Our hook? If Sasquatch can feel at home working out at Planet Fitness, anyone can.
This fully integrated campaign included TV spots featuring Sasquatch working out in a Planet Fitness gym and not turning a single head, paid and organic social, digital video, and an in-person Sasquatch sighting in high-traffic downtown Toronto locations.
This campaign created a new kind of workout icon while driving home the message that Planet Fitness is a safe and comfortable place to exercise, no matter who you are.
Narrative is a division of TADIEM, a framework for forward thinking.
© NARRATIVE 2024.
+M
Media Impressions
%
Above the campaign goal
%
Increase in positive sentiment
Expertise
Services
Creative Strategy, Ideation + Execution
Cultural + Audience Insights
Editorial Services
Media Relations
Influencer Engagement
Influencer + Media Events
DE&I Strategy
When it comes to finding a gym, Canadians have no shortage of options with more than 8,500 establishments dotting the country. Yet, fitness has become such an intense, intimidating world that one in five Canadians say they feel judged when going to the gym, creating a barrier to working out in a gym setting.
This gymtimidation served as a springboard for the campaign we created with Planet Fitness. We introduced a new spokesperson for the brand – Sasquatch, arguably the most judged Canadian of all time. Our hook? If Sasquatch can feel at home working out at Planet Fitness, anyone can.
This fully integrated campaign included TV spots featuring Sasquatch working out in a Planet Fitness gym and not turning a single head, paid and organic social, digital video, and an in-person Sasquatch sighting in high-traffic downtown Toronto locations.
This campaign created a new kind of workout icon while driving home the message that Planet Fitness is a safe and comfortable place to exercise, no matter who you are.
Related
Narrative is a division of TADIEM, a framework for forward thinking.
© NARRATIVE 2024.