Bauer were launching a new magazine into the fitness segment. The publication was designed to be a more accessible fitness magazine, aimed at the more casual Australian Woman. Our task was to launch the new magazine and create the brand platform that differentiated it from its competitors.
The idea? Fitness That Fits Your Life. It's not about 'going hard' and 'pushing further', it's about fitting fitness around your busy lifestyle and effortlessly making exercise part of your life.
Executed across TV, print and outdoor, we showed situations in which fitness could easily fit around you and your day whilst at the same time taking a sly dig at our competitors. Big, bold headlines juxtaposed fitness cliches alongside more lifestyle, beauty imagery of woman enjoying fitness in a natural 'Australian' way.
Client: Womens Fitness
Project: Magazine Launch
Fitness That Fits Your Life
Print & Outdoor