The goal of this Zap campaign was to promote the fitness brand Australia-wide with a bold, direct and completely to-the-point campaign across Australia’s wide array of out-of-home (OOH) billboards and signage. The turnaround from initial outline brief was 10 days for placement of several months, building brand awareness and assist member retention. This campaign acted as a placeholder while we developed the next brand evolution for Zap in-house, requiring the art direction to not say too much and not present too visually strong, to pave the way for the future revised brand.
Responsibilities: A creative brief response to the initial broad brief, brand positioning using brand research supplied by the Brand and Marketing Manager and roll-out with minimal budget, requiring stock imagery. Once approved I managed the project, working in a creative partnership with the exceptional copywriter Chelsea Parks, creating simple, targeted messages delivering to the 3 brand USPs, 24 hour convenience, affordability and flexible membership options with a look that spoke to the existing and market-researched target audience.
