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![newlogo [Recovered].png](https://static.wixstatic.com/media/540e73_c7980f57f81741d18aa08f160dc23cff~mv2.png/v1/fill/w_90,h_66,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/newlogo%20%5BRecovered%5D.png)
Orange Theory Fitness
Feel like a pro.
Former collegiate athletes don’t look or feel like they did when they were first apart of a college sports team, but Orangetheory Fitness makes them feel confident again. The high intensity routines at Orangetheory Fitness will push your body to limits until your inner athlete is revived. Once again, you’ll see the athlete you’ve always been when you look in the mirror.
*This campaign was a group project completed in my Advanced Creative Advertising course. Although everyone contributed to the final product, I took the lead on writing the creative brief, magazine design and body copy, snapchat design, and billboard design, animation, and body copy.
executions
Current Orangetheory members will be positioned in a “sporty” light to appeal to the target audience’s competitive spirit. Executions will be bright and energetic, but also feature rough textures and strong men to give the campaign a very masculine vibe. Using short, simple phrases makes our campaign sound direct and simple, but body copy will also feature encouraging messages challenging the target audience to try Orangetheory Fitness.
TV Commerical
Digital Billboard
creative brief
key insight
Former African American athletes have a renewed interest in their physique (Bäckmand, Kujala, Sarna, & Kaprio, 2010).
key consumer benefit
Gain the confidence you once felt when you were a part of an athletic sport.
advertising problem
Former athletes think workout routines that other people use aren't personalized or high intensity enough to bother trying
(Simon & Dochetary, 2017).
creative strategy statement
Convince former African American male athletes that Orangetheory Fitness gives him his confidence back because
of the high-intensity workouts and personalized routines.
advertising objective
Convince former African American male athletes that Orangetheory Fitness will give them a personalized workout
that will help them get back to their athletic physique.
target audience
Meet Jeremy, an African American 28-year-old man. He was a linebacker in high school and college, but after he graduated he gave up football and now works as a policeman (Beamon,2012). He’s a dedicated fan of both college and pro-sports and he enjoys traveling to games with friends (Mintel, 2017b). As he enters his early 30s, Jeremy has come to terms with the fact that he just isn’t as fit as he used to be (Beamon, 2012).
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