haider hussain

BASIC-FIT
Make Fitness Your Basic

THE ASK

Basic-Fit is Europe’s largest fitness chain. With over 1000 clubs, as a brand, they encourage members to address all their fitness needs without having to pay an arm and a leg for them. For their new branding and advertising campaign we were challenged to elevate the brand’s image from a budget brand to match its status as the biggest fitness chain in Europe.

THE SOLUTION

We looked at the word ‘Basic’ as the basis, the foundation, the essential. We believe taking care of your health through fitness is a basic, essential part of life. However, for many people the hardest thing is to keep going to the gym consistently. That’s why we want to help as many people as we can to make fitness a basic of their life. We do this by making fitness accessible for anyone, anywhere, and any time.

So make fitness a basic of your life. You deserve it, you need it.

While the TVC captured the essence of the messaging on a higher level with its relatable scenarios, the social assets went further into detail of Basic-Fit’s offerings.

Apart from being the overall creative for the campaign, I got to flex my directing skills on the super fun, interactive, and playful bespoke social assets.