<not just a fling - Freeletics 2024 New Year Campaign>
art direction / director / editing / graphic design
Freeletics presented its 2024 New Year's campaign under the theme "Not Just a Fling" to challenge the norms of the fitness industry. The campaign featured bold visuals and copy inspired by edgy concepts associated with dating, sex and commitment, and their shared value with fitness. By drawing parallels between the dedication required in relationships and maintaining a consistent fitness routine, the campaign aimed to provoke thought and engage its audience in a fresh and dynamic way.
Impractical gyms. Fad workouts that don’t stick. Bullshit myths on social media. Personal trainers who aren’t always… personal. While it’s fun to explore things for a while, flirting with fitness gets you nowhere. Freeletics gives you the power to work out your way and on your time with training powered by sports science to build an effective long-term relationship with fitness.
So we’re changing things. Committing is sexy again. The dedicated set themselves apart from the rest and get fit - for life. Using bold copy that paints a respectfully comparative picture of what lasting fitness and training looks like and likening fitness to dating, we’ll highlight our key value propositions in this campaign, while undercutting our competitors.
OOH in Munich, Hamburg and New York
not just a fling...
