Gold’s Gym campaign featured in CA
“Know your own strength” is an integrated campaign created by McKinney for leading fitness authority Gold’s Gym. Opening with a call to action, it reframes the meaning of strength and demonstrates that it comes in many forms (prevailing in stressful times; achieving career goals; overcoming an illness; or simply looking and feeling better) that aren’t always about muscle. It challenges people of all ages, shapes and sizes to realize their individual goals and targets a mindset instead of a demographic.
The campaign includes¬†television, radio, print, direct mail, online and in-gym communication.