GoodLife Fitness Breaks Down New Year Gym Barriers

FCB Canada is out with its first work for GoodLife Fitness, Canada’s largest gym and fitness club. As many of us are considering our New Year Resolutions and setting fitness goals for 2020, ‘Canadian Strong’ breaks down common barriers of intimidation at the gym and focuses on being an inclusive and welcoming place. 

 

The spot champions different races and genders, ranges of body types as well as often concealed intimate body image moments and proves that we can all become stronger, regardless of our differences. Featuring the music of rising Canadian artist Haviah Mighty, ‘Canadian Strong’ stands behind its country’s values of diversity and inclusion, and pushes back against fitness elitism.