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GoodLife Fitness begins Faces campaign

Fitness chain GoodLife Fitness of London, ON has begun a new advertising campaign called "Faces" that encourages consumers to "Best Yourself" rather than compare themselves to others. Developed by DS&P of Toronto, the campaign consists of online video, social media materials, radio ads and direct mail. It is aimed primarily at millennial-aged consumers. The first stage of the campaign will run until the end of the year.

"When it comes to setting goals and working towards them, so much of what determines success or failure happens in your head," said agency partner Doug Robinson. "So much of the advertising in this category and other 'active living' categories features intimidating hard bodies. Even advertising that is attempting to be inclusive of people of all shapes and sizes is often particularly body obsessed. We want people to completely reframe their definition of success and understand that it exists solely in the mind."

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