SUMMER INTERN PROJECT at The Loomis Agency
Creative intern: Isabella Baker | Account interns: Jess Perez and Annabelle Lawton
CREATIVE BRIEF
THE CONCEPT
Trends dictate a common way of doing something, it is almost like putting a face to how things, or people should look like. The headline “I am not a trend” is direct, challenging, and opposite from what GenZ are used to hear while using a common terminology. For this concept we remove faces, and use shapes to allow Gen Zs to relate to this campaign and have the opportunity to imagine and put themselves in the situations planted. We extended to all the ways people are UNIQUE within the fitness journey which allowed us to highlight some of the best amenities Fitness Connection offers. The color palette is bold, diverse, and eye-catching.
THE CREATIVE EXECUTION
Gorilla Marketing
This campaign is bold and wants to meet Gen Zs in unconventional ways. For the guerilla marketing, we want to bring the gym to them. Our proposal is to customize bus stop, integrate FC colors, and bring branded gym equipment to the streets.
Out Of Home Billboards
Posters
Placed in strategic areas of the city like in downtowns and high school areas with high Gen Z transit. They are designed as a set of 3 but each can be used individually too, the words bleed of to symbolize how there are countless ways we are unique in the fitness journey.
Social Media
School Engagement
This campaign will partner with several high schools around the metroplex that are within 15 minutes from Fitness Connection locations. High schools are a key audience since they consist of ages 14-18.
Free stickers set for students.
Car magnets to increase exposure and curiosity.
Use of environmental design on key connecting areas to increase brand exposure.
UNIQUE TOGETHER 5K
Part of our campaign is to introduce a fun marathon named “UNIQUE TOGETHER 5K”. The event will take place in San Antonio. The purpose of this event is to have a run where everyone can make a statement with their outfits and the way they RUN. We want them to be themselves and embrace their uniqueness. It is meant to be FUN
Event Wristbands and ID
On-site Banners
Merch
