Aimed at creating a unified and consistent image for the brand, the Kitchen-developed campaign features California’s real-life personal trainers and gym instructors engaging in activities such as boxing, weight lifting and dancing.
According to Kitchen chiefs, the campaign creative centres around delivering the key message, ‘Meet the new you at CF’, and as well as creating awareness of the brand, reinforces its positioning as one of Asia’s premium gymnasium brands.
The print and outdoor ads will launch initially in Hong Kong, Taiwan, Singapore and Malaysia, with additional markets possibly joining the campaign later.
