VCCP Sydney Launches #Howfitfeels Social Experiment for Fitness First
VCCP Sydney follows up their “How did I get here?” campaign with a unique social experiment that examines the emotional impact fitness has on our lives. Over a 3-month period Fitness First is removing fitness from three very fit people and adding it to three people who have barely set foot in a gym.
The campaign will explore the role exercise really does play in changing a life by encouraging people to look beyond the physical improvements that come with working out.
At the heart of the campaign is a four part documentary web series in which we interview each of the participants throughout the experiment, documenting their highs and lows to see how fitness can transform the way you feel – not just the way you look.
Fitness First’s BioScore assessment will benchmark where they currently stand with their health, fitness and lifestyle, and reveal where there is room for improvement. We’ll also track their activity level, sleep patterns, resting heart rate and daily mood rating to evaluate how their lives begin to change.
The first episode can be viewed here howfitfeels.com.au and the remaining will be launched over the course of the 3-month experiment.
Supported by a heavy digital and social media presence, in-gym media and member comms the campaign is designed to defy the category by showing the world that there is more to fitness than the way you look.
Category: Gyms , Sports and leisure