MC FIT INTERNATIONAL
Strategy & Copy
Art Direction & Production
ELIZA KARMASALO, GABBY VALDESPINO
McFit January Campaign
The January campaign story for McFit Firm & Fitness had to appeal to both women and man, with accent on the female figure. We were aiming for crisp and natural overall. Using friendly and natural colour palette in combination with the McFit yellow and dark blue colours. The campaign was active during the December-January season with special offer of 4,90 for becoming a member. We divided the campaign in two main photo and video shootings. First one included selected McFit Models as the main figures for print and online banners. The second part was made of candidates, which were preselected through active online campaign “#proudofme”.
The main aspect uniting all images spoke of proudness. We wanted to offer different perspective, depending on character and scenery. Every character was telling their own story of success and proudness. We wanted active emotional experience through variety and unraveling story. This campaign came life in Germany, Austria, Poland, Italy and Spain. Various materials including floor ads, tv spots, audio and video material was extra produced for each country.