Crunch Fitness, a brand renowned for fusing fitness and entertainment, worked with StrawberryFrog to launch a new marketing movement and advertising campaign on TV and digitally that takes a stand for fun in fitness and against the overly serious and boring work outs and gyms that plague our land. This new multi-platform marketing movement by StrawberryFrog is comprised of both broadcast and social, the creative brings you into a world where Fitness is personified by extreme FUN. In one video, we see a hard body fitness fanatic being outmaneuvered by an unassuming guy who does pulls ups with his facial hair. In another, the talking belly button of a woman working out will be sure to give you a belly laugh.
Client Crunch
EVP of Marketing & Branding Chad Waetzig, Creative Director Lauren Kanfi, Marketing Director Kate Weis, Regional Group Fitness Mgr Taj Harris, Regional Personal Training Mgr East Coast Scott Pullen
Creative Agency StrawberryFrog
CEO Scott Goodson, ECD Tyler DeAngelo, Art Director Lucy Downs, Copywriter Ben Wallin, Copywriter Brad Emmitt, Senior Acct. Director Chris Belmore, Director Project Management Elizabeth Scordato
Production Agency Madison Media Group
Executive Producer Clair Grupp, Business Affairs Afsaneh Berjis, Venessa Merrin & Nikita Merrin,
Production Company WethePeople
Director Tyler DeAngelo, Executive Producer Jesse Ford, Producer Kellee Cragin, DP Stoeps Langensteiner, EFX MU Jeff Segal, Prop Master Mike Moran
Postproduction QuietMan
VFX Supervisor Johnnie Semerad, VFX Producer Michael Paxton, Editor Ron Humer
Audio HoneyMix
Engineer Conrad Sanguinity, EP/Founding Partner Mary Tomasiewicz
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More