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GoodLife Fitness Breaks Down New Year Gym Barriers

Creative 331 Add to collection

FCB Canada worked with the fitness club on the campaign

GoodLife Fitness Breaks Down New Year Gym Barriers
FCB Canada is out with its first work for GoodLife Fitness, Canada’s largest gym and fitness club. As many of us are considering our New Year Resolutions and setting fitness goals for 2020, ‘Canadian Strong’ breaks down common barriers of intimidation at the gym and focuses on being an inclusive and welcoming place. 
The spot champions different races and genders, ranges of body types as well as often concealed intimate body image moments and proves that we can all become stronger, regardless of our differences. Featuring the music of rising Canadian artist Haviah Mighty, ‘Canadian Strong’ stands behind its country’s values of diversity and inclusion, and pushes back against fitness elitism.

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Campaign Title: Canadian Strong


Client: GoodLife Fitness

Chief Marketing and Technology Officer: Sander van den Born

Director of Marketing: Sharon Litwin

Senior Marketing Manager: Melissa Seaman

Media Buyer and Planning Senior Specialist: Dan Mudry


Creative Agency: FCB Canada

Chief Creative Officer: Jeff Hilts and Nancy Crimi-Lamanna

President: Bryan Kane

Group Creative Director: Mike Lee

Group Creative Director: Sanya Grujicic

Producer: Katherine Forester

Chief Strategy Officer: Shelley Brown

Director of Strategy: Eryn LeMesurier

Strategy Coordinator: Audrey Zink

VP, Managing Director: Chris Perron

Group Account Director: John Pace

Account Supervisor: Olivia Selbie

Account Executive: Jessica Trollope

Project Manager: Cori Pettit


Production and Editorial Company: Common Good

Director: Adam Beck

Executive Producers: Stefani Kouverianos & Dwight Phipps

Line Producer: Farrah Khaled

Director of Photography: Jackson Hunt

Audio: Nathan Street


Hair and Make-Up: Keirsten Morris

Wardrobe: Skye Kelton and Basia Wyszynski

Photographer: Luis Mora


Editor: Red Barbaza

Editorial Assistant: Mikka Quinsac

Executive Producer: Ainslie Thomas

Transfer Facility: Artjail

Colourist: Clinton Homuth

Flame Artist: Alex Shahviri

Online Facility: Artjail

VFX: Common Good

Artjail Producer: Leslie McCartney

Music House: BoomBox Sound

Voice Director: Roger Leavens

Engineer: David Goudie

Audio Producer: Umber Hamid and Drew Thomas

Genres: People

Categories: Gyms, Sports and Leisure

FCB Toronto, Fri, 03 Jan 2020 16:52:32 GMT