Anytime Who?! Brand Campaign

ROLE: Brand Creative Lead

The January 2025 brand campaign for Anytime Fitness UK & Ireland was developed in response to market research showing low brand awareness but strong member retention. This insight informed the creative platform “Anytime Who?! / If you know, you go.”

As Creative Lead, I led the campaign from initial concept through to national rollout across 180+ gyms. The campaign was designed to drive leads, increase membership sales, improve brand awareness, and strengthen network engagement. All objectives were exceeded, driven by the effectiveness of the creative direction and content strategy.

The rollout spanned the full digital and local marketing journey, including paid media, website takeover through checkout, CRM flows, organic social content, and localised print activity.

The creative direction drew on guerrilla-style fly-poster aesthetics, using textured surfaces, embossed branding, and handwritten or ink-transfer overlays. This disruptive, localized approach was designed to spark curiosity and drive sign-ups through QR code scans, link taps, and online search.

As Creative Lead, I worked closely with our agency partner to manage end-to-end content production, including planning, scheduling, scripting, and directing six campaign characters across a two-day shoot. I ensured all outputs met brand standards and clearly delivered the campaign message.