Planet Fitness

In both a fun-loving celebration of Father’s Day and an effort to drive home its Judgement Free Zone brand promise, our creative team partnered with public relations colleagues to redefine the “new shape of sexy” for Planet Fitness. Our campaign centered around everyone’s favorite physique: the Dad Bod.

We unveiled the campaign to the media through an infographic that was picked up by over 160 placements across the United States, Canada, New Zealand and the United Kingdom – and even saw Planet Fitness’s Dad Bod the lead-in “Hot Topic” on The View the day after Father’s Day. In PF’s clubs, fun calendars celebrating the dad bod flew off selves.

And the campaign carried on for years, evolving into follow-up efforts centered around positivity. We celebrated strong women, ditching New Year’s resolutions for happiness, teen fitness, and mental health.