Client

Planet Fitness

Problem

How could Planet Fitness move from a challenger brand to the leader in the category?

Executions

Branding, Digital, OOH, Radio, Social, TV

In 2017, Planet Fitness wanted to move from a challenger brand to the leader in the category. It meant that we would have to convince people who hadn’t worked out or belonged to a gym in years, if ever, to join Planet Fitness.

First, we set out to eliminate the intimidation that comes with joining a gym. With the Planet Fitness logo as our muse, we drafted a universal symbol that embodies exactly how freedom from judgement makes you feel: the thumbs-up emoji.

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  • Phone
  • Phone
  • Phone

Planet Fitness was now the Planet of 👍 . No longer was it simply an escape from judgmental gyms — Planet Fitness was now an escape from a judgmental world.

Our message: The World Judges, We Don’t. Planet Fitness, Be Free.

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