Bally Total Fitness
Created and pitched to Bally Total Fitness of Chicago, these concepts were part of a series that consisted of 15 different ideas. Strong headlines and sharp graphics helped create impact. The campaign was designed to be an integrated effort utilizing print, digital, and direct mail. The purpose was two-fold. Recruitment and awareness for existing members. To foster participation from clubs across the US, I recommended that versions be produced using actual members as the models. Although Bally was not interested in the campaign, and it never ran, it did earn me an International Summit Award for Best Campaign Never Produced.
My role: I provided the concept, copy, and design