01.07.09

Gold's Gym "Know Your Own Strength" campaign

Print Ads, Consumer

This integrated campaign was created by Durham, North Carolina-based 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.

Meg Sewell, art director; Mona Hasan, writer; Ellen Steinberg/Lisa Shimotakara, group creative directors; Jonathan Cude, chief creative officer; Lewis Rodgers, interactive designer; Ellen Steinberg, interactive creative director; Lisa Bentley, print producer; Felisha Midgett, project manager; Matt Woods/Chelsie Irby, studio artist; Naomi Newman, agency producer; Brian Fox, broadcast coordinator; Bill Ward, account director; John Newall, group account director; Anne Newton, account executive; Bram Van Riet, Caviar Los Angeles, director; Marcelo Durst, Caviar Los Angeles, director of photography; Tom Weissferdt, Caviar Los Angeles, executive producer; Jacquelyn Frisco, Caviar Los Angeles, producer; Megan Bee, Butcher Edit, editor; Michael Ray, Shine, graphics; Mark Meyuhas, Lime, sound mixer; Downtown Music Publishing (Stairs), music; Fires of Rome, composer.

www.mckinney.comwww.goldsgym.com