Australia – Anytime Fitness Australia and The Hallway have released a new audio campaign for Anytime Fitness using the Find Your Fit creative platform, which the partnership launched late last year. This ad, which runs on Spotify and targets listeners across Australia’s most popular music genres, has a cast of distinct gym visitors whose music selections complement their training methods.
Produced by Made in Katana and directed by Ralph van Dijk, the series of 30-second advertisements uses soundscapes from each genre to phonetically depict several worlds. These are told by characters brought to life by a combination of local and international talent, and are combined with music tracks. The ad makes the claim that you can find your fit at Anytime Fitness no matter who you are or what kind of music you like.
Speaking about the campaign, Caitlin Bancroft, chief marketing officer at Anytime Fitness, said, “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’.”
Meanwhile, Jessica Thompson, creative director at The Hallway, stated, “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. 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.”
