GoodLife Fitness and ds+p inspire Canadians to ‘Best Yourself’

September 20, 2016 (Toronto) – As the largest fitness club chain in Canada, GoodLife Fitness leads Canadians to become more active so they can live their “good life”.

In a new campaign titled “Faces”, developed by GoodLife’s agency, ds+p, GoodLife is reminding Canadians that success comes not from chasing seemingly impossible goals and comparing yourself to others—but rather in just trying to “Best Yourself”.

The campaign focuses on reaching potential gym members where they consume the bulk of their content: online. With digital video and in-depth social and online tactics, supplemented with radio and direct mail, we’ll help millennials best themselves.

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“We don’t just help our Members better themselves; at GoodLife Fitness, we help them best themselves. Whether you want to lose weight, get stronger, move past an injury or feel happier and healthier, it always comes down to the same desire — to be the best version of yourself you can be. When a Member chooses GoodLife as the place they want to achieve that goal, we’ll work as hard as they do to help them achieve it,” says John Muszak, VP Marketing & Public Relations, GoodLife Fitness.

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GoodLife knows that most Canadians have a desire to get into better shape, but that they also come in all shapes, sizes and capabilities.

“When it comes to setting goals and working towards them, so much of what determines success or failure happens in your head” says Doug Robinson founder & partner at ds+p. “So much of the advertising in this category and other ‘active living’ categories features intimidating hard bodies—even advertising that is attempting to be inclusive of people of all shapes and sizes is often particularly body obsessed. We want people to completely reframe their definition of success and understand that it exists solely in the mind”.

The first wave of the campaign launches in mid September and runs through the end of 2016. The campaign consists of Digital, Social Media and Traditional (Radio, Direct Mail, GoodLife TV) elements.

BEST YOURSELF launches with an inspirational video that demonstrates the results that can be attained when you commit to being your best self.

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