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In our copywriting class, I was tasked with creating a print campaign for Planet Fitness Gym. It's a gym quite unlike any other, known as a 'no-judgement zone' where you can come and work out for any reason at all, not necessarily for fitness.
The insight I had is that: the gym is the best place for one to let out their emotions. Whether you are angry, stressed or upset, you can work out all those feelings on the machines. It helps bring a sense of balance, and calms you down. While presenting options to my class, the aspect that resonated most with my teacher and students was that it's the perfect place to help you work out a break-up. He broke your heart? Run it off on the treadmill. It always helps you feel better.
The resulting print campaign, I titled 'Work It Off' as the tagline for Planet Fitness. The three prints I chose to execute were the ones my teacher and peers loved the most and thought were insightful, interesting or just funny.