ClassPass “Dear Gym”
A commitment to the wrong Gym can be a huge burden, especially when it doesn’t line up with your fitness goals. Classpass encourages users to leave their gyms, beginning with a series of “Dear John” letters addressed to their Gyms.
Manifesto
We’ll create a series of Print ads in the form of crumpled “Dear John” letters addressed to Gym.
CONTEXTUAL OOH
We’ll continue to put Gym on blast by strategically placing OOH ads beside Gym’s billboards and in front of Gym’s physical locations.
MICROSITE EXTENSION
Whether it was amicable or messy, breakups are always juicy to talk about. That’s why ClassPass will create a microsite that allows users to generate memes expressing their reasons for dumping Gym.
Users will be able to share GIF versions of their memes across their social media accounts, announcing their split with Gym to the world.
A popular way to express yourself while working out is to show off the stickers on your water bottle. That’s why our Microsite allows users to print ClassPass branded stickers of their memes to add to any of their workout equipment. This also allows users to recognize fellow Classpassers in class, thus creating a sense of community.
CRAIGSLIST EXTENSIONS
Arguably the thirstiest place on the internet, Craigslist’s Missed Connections is a place for users to cheat on their relationships or forge new ones. We created “Missed Connections” posts inviting people to ditch their unhealthy commitments to their Gyms, and to take a chance with ClassPass. And ya, real people responded to these. We did not meet up with them lol.
MERCH
What’s a workout brand without merch? With so much cringey Gym merch out there, ClassPass doesn’t need to look far to create pieces that expose Gym while uplifting the ClassPass brand.
On the ClassPass Twitter page, we’ll create a platform that allows users to share stories and vent about the horrors of their Gyms.
SPOTIFY EXTENSION
Often times, the only comfort during a break up comes from carefully curated mixtapes. ClassPass will compile a playlist from a variety of sorry not sorry break up songs celebrating users freedom from Gym.
pre-roll
Copywriter: Shana Billingsley
Art Director: Tony Chiang
Creative Directors: Jessica McEwan & Romeo Cervas