Planet Fitness
The hardest decision anyone can make
is to start working out.
But what if it wasn’t?
We know a place.
STEP ONE.
Activation
Before they were great,
they sucked.
Everyone sucks at first, even the greats. We’re going to place plastic purple statues of people struggling to work out next to famous athlete statues.
We’re going to show that you’re going to suck at first—you’re going to be slow, weak, and out of breath—but that’s better than not going at all.
AD SPOT
The Tortoise