Anytime Fitness Australia, in collaboration with The Hallway, has unveiled a new audio campaign under the “Find Your Fit” creative platform, introduced by the partnership late last year. This innovative campaign, airing on Spotify, targets listeners across Australia’s most popular music genres, featuring a diverse cast of gym-goers whose music preferences match their workout styles.
Directed by Ralph van Dijk and produced by Made in Katana, the series of 30-second spots creatively use soundscapes inspired by various music genres. These spots are overlaid with music tracks and narrated by characters brought to life by a mix of local and international talent. The campaign’s core message is that no matter who you are or what your musical taste, you will find your fit at Anytime Fitness.
Caitlin Bancroft, Chief Marketing Officer at Anytime Fitness, expressed enthusiasm about the campaign: “This is a great opportunity to evolve our Find Your Fit platform in a fun and contextual way, and creatively demonstrate that Anytime Fitness is for ‘Any body, Any time.’”
Jessica Thompson, Creative Director at The Hallway, shared her excitement about the project: “What a pleasure it’s been to expand the Find Your Fit universe with the team at Anytime Fitness, and a particular joy to reunite with Ralph to do it. And if you’re as surprised as I was to learn Country is amongst the top 5 workout genres, I say we step into our spurs and see what all the fuss is about.”
The campaign is now live on Spotify, reaching a wide audience with its engaging and genre-inspired approach.