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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.

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