Who: Planet Fitness, with Narrative for strategy, creative and PR; and Bensimon Byrne for media.
What: “Sasquatch," the brand’s first national spot for the Canadian market. It also serves as a celebration of the brand's 10-year anniversary in Canada.
When & Where: The campaign includes one 30-second and three 15-second TV spots, supported by radio, digital and social, and an experiential activation at a Planet Fitness Club in Toronto.
What: “Sasquatch," the brand’s first national spot for the Canadian market. It also serves as a celebration of the brand's 10-year anniversary in Canada.
When & Where: The campaign includes one 30-second and three 15-second TV spots, supported by radio, digital and social, and an experiential activation at a Planet Fitness Club in Toronto.
Why: The creative approach was inspired by insights from a recent survey conducted by Planet Fitness, which found that 61% of Canadians prioritize a comfortable and non-intimidating environment when deciding where to work out. Amongst those surveyed, these considerations take precedence over both equipment and training availability, and are only second to affordability. About one-fifth (21%) of people surveyed said that they feel judged at the gym.
How: Early in the ad, a Sasquatch draws strange looks—and an unwelcome photo—from customers at a coffee shop. “It's hard for me to go many places without getting weird looks,” he explains from the safety of the Planet Fitness Gym (where he's been a member since 2014). “So when I’m working out at Planet Fitness, I feel free to do my thing and get in the zone.”
The spot shows the Sasquatch working out while featuring affirmative statements placed around the Planet Fitness facility, such as “you belong” and “no critics." It concludes with a super sharing the fitness brand's longstanding promise: “home of the ‘judgment free zone’.”
On Jan. 15 (AKA “Blue Monday,” the statistically saddest day of the year) the Sasquatch will appear in real life at Planet Fitness’ College Park Club location in Toronto, providing fun and levity to those who rely on exercise to support their mental health.
Jessie Sorell, Narrative’s ECD and lead on the account, said that the Sasquatch is "the most iconic, elusive, and judged creature" in Canadian lore. “Portrayed as a likeable and relatable fellow gym-goer, the campaign shows that even Sasquatch feels at home and free of judgment at Planet Fitness—you might say the ultimate endorsement,” she said.
And we quote: “As we continue to grow our footprint and further build the Planet Fitness brand in Canada, we aim to market to the Canadian communities with fresh, unique messaging while also reinforcing the offerings that make the brand so unique in a competitive fitness landscape.” –Clara Lubansky, senior marketing manager, international division, Planet Fitness
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