Campaign details
Brand: Planet Fitness
I. Opportunity
The U.S. Department of Health & Human Services recently released new physical activity guidelines, which revealed that 80% of Americans do not currently meet the recommended amount of physical activity. The guidelines also challenge youth (ages 6 - 17) to pursue a minimum of 60 minutes of moderate-to-vigorous physical activity each day. Inspired by new physical activity guidelines, Planet Fitness set out to spark a moment that would address the growing epidemic and encourage teens to stay off the couch this summer.
The solution came in the form of the Teen Summer...