We started off 2022 on a high.
After nearly two years of lockdown and social distancing taking its toll on Americans both physically and mentally, Planet Fitness needed help getting people back to the gym. The goal was to show that a good workout isn’t just about getting in shape, it’s about feeling Fitacular.
Times Square NYE takeover.
Within days of taking over creative for Planet Fitness, we were tasked with taking over the 2022 New Year’s Eve celebration in Times Square. Working with a super tight timeline and an amazing list of venders, the final result was a huge hit.
To prove our case for the transformative power of fitness, we needed to show a before/after of someone with a very well publicized fall from grace: Lindsay Lohan. From Disney darling to LA county inmate, we all watched Lindsay’s struggles in real time. After 10 years out of the industry, Lindsay was ready to reintroduce herself and poke fun at her past in Planet Fitness’ first ever Super Bowl commercial.
We knew the press was eager for any Lindsay update. So we used the same the same media channels that contributed to her downfall to highlight our fitness message through teasing Lindsay’s triumphant return to the press.
