The established US fitness chain California Fitness wants to soften its hard-sell approach across the region by moving away from its "Low price, in-your-face" way of recruiting members.
"What the fitness industry's selling is intrinsically aesthetics. If your ads look sexier, it'd be easier for you to recruit new members who want to look likewise. Simply because likes attract likes.", says Tony Wong, Creative Director of KITCHEN.
Basically, what KITCHEN proposes is a sleek way to express the traditional "Before & After". The poster + print campaign comprises as many as 18 beautiful shots by Lewis Ho, a World's Top 100 fashion photographer. With real trainers of California Fitness being the talents, each one of them is trying to break out of the mould that represents his or her old self, with their killer fitness activity, e.g. Kickboxing, yoga, aerobic dancing. Each tagged with an encouraging line, Meet the new you there.
This regional campaign was launched in Hong Kong, Singapore, Taiwan and Malaysia at the same time.
