Creativity

Crunch Fitness: We All Crunch

Going beyond its "No Judgements" positioning, Crunch Fitness has launched a rebranding effort led by an even more inclusive "We All Crunch" philosophy. The multimedia campaign, created by Mother/New York, features

Published on Apr 05, 2007

Editor's Pick

Going beyond its "No Judgements" positioning, Crunch Fitness has launched a rebranding effort led by an even more inclusive "We All Crunch" philosophy. The multimedia campaign, created by Mother/New York, features puppet-like representations of typical Crunch types, known as Crunchers, who have their own bios and their own ads, some fashioned as comic strips. Seen here is Mercedes, who, as writer Todd Lamb explains, is a "26-year-old outspoken, high-maintenance girl who knows she has it going on." The PDF includes ads featuring, for example, Beth, a "24-year-old brooding, book-loving, Smiths record-collecting goth girl"; Nancy, "68, deaf in one ear, a demon in the boxing ring"; and Bruce, "35-year-old 'nice guy' bartender, loves his mom, has a thing for showtunes." As Lamb notes, "They all work out for different reasons."

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Apr 05, 2007
Creative Director:
Linus Karlsson
Creative Director:
Paul Malmstrom
Art Director:
Lawrence Melilli
Art Director:
Piers North
Copywriter:
Todd Lamb
Photographer:
Abraham Spear
Client:
Crunch Fitness
Producer:
Helen O'Neill
Agency:
Mother New York

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.