AGENCY
Juan Javier Pena Plaza, CCO North America
Brynna Aylward, Executive Creative Director
Dino Demopoulos, CSO
Pam Danowski, Creative Director
Marilyn-Rose Maitland, Creative Director
Fernanda Antunes, Art Director
Angelica Frak, Art Director
DANIEL ZHANG, Art Director
Beth Barnes, Copywriter
CHRISTOPHER VENA, Copywriter
RYAN O'HAGAN, Managing Director
ATHENA KOUVERIANOS, Head of Production
Lorrie Zwer, Producer
Cameron Lowe, Account Director
Aidan Small, Account Executive
Beth Barnes, Strategist
Beth Barnes, Copywriter
Fela
Jackson Tisi, Director
Taj Critchlow , Executive Producer
Fuliane Petikyan , Executive Producer
Dean Rosen, COO
Amir Karimi, Head of Production
Mikayla Fasullo, Integrated Producer
Jeff So, Producer
Olivia Swayze, Operations Manager
Married to Giants
Ben Valiquette , Editor
Ben Valiquette , Assistant Editor
Studio Feather
Ana Escorse, Senior Colourist
SNDWRx
Didier Tovel, Music & Sound
Didier Tovel, Producer
SUMMARY
Fitness culture was becoming exclusionary and superficial, with 56% of Canadians feeling intimidated by fitness influencers' perfect bodies. GoodLife's campaign juxtaposed toxic fitfluencer culture with authentic members pursuing a fit life and inspiring others. They emphasized that anyone can be a fitfluencer as long as they get up and show up, no matter what their bodies or their fitness journies look like. The campaign resulted in 29,000 new members during the launch month, surpassing their original goal by 138.1%, and achieving 150% above their monthly target for reactivated memberships.
