Description
Last year Planet Fitness’ High School Summer Pass program motivated 3.5 million students to prioritize their physical and mental health by completing a combined total of 17 million workouts over a three-and-a-half-month period. But to get even more teens to sign up this year, Planet Fitness tasked Barkley to create a campaign that teens won't skip or scroll past, but might actually binge.
"On This Repisode of High School Summer Pass," is not simply a promo for a free gym membership - it is an entire show about a promo for a free gym membership.
Created for teen-friendly platforms like TikTok and Instagram Reels, the ten episodes, or video Repisodes, parody popular teen shows like "Ginny & Georgia" and "Outer Banks." However, instead of highlighting stereotypical teen storylines, each Repisode comedically centers around life in the gym and the key benefits of the High School Summer Pass™.
In addition to the Repisodes, Planet Fitness will be releasing behind-the-scenes content, plus an AR filter inspired by the tradition of yearbook superlatives. This filter will assign fun fitness-related superlatives to your selfie, then add it to a High School Summer Pass yearbook.
This professional campaign titled 'High School Summer Pass' was published in United States in June, 2023. It was created for the brand: Planet Fitness, by ad agency: BarkleyOKRP. This Integrated medium campaign is related to the Fitness industry and contains 4 media assets. It was submitted 11 months ago.
Credits
Barkley
Katy Hornaday – Chief Creative Officer
Berk Wasserman – EVP, Creative
Andrew DiPeri – SVP, Creative
Justin Smith – Creative Director
Chris Larberg – Creative Director
Sue Salvi – Associate Creative Director, Writer
Lauren Meadows – Senior Art Director
Mary Buzbee – Senior Copywriter
Kimberly Chungong – Copywriter
Eileen Hogan – Creative Director, Social
Brett Crawford – Director, Social
Ronald Nause – Associate Creative Director, Social
Cameron Birdsall – Senior Copywriter, Social
Chris Cardetti – Chief Strategy Officer
Molly Smith – Director, Strategy
Maggie Brown – Strategist
Lauren Dismond – Associate Strategist
Katy Zimmerman – Director Comms Planning
Aaron Neal – Comms Planner
Julie Barr – VP, Client Experience
Haley Brantingham – Brand Supervisor
Madie Waite – Senior Brand Manager
Emily Ditto – Brand Manager
Barkley Producers:
Melany Esfeld – SVP Integrated Production
Laura Johnson – Director Integrated Production
Charlie Stillman – Senior Producer
Matthew Wilson – Senior Producer
Production Partners:
Cardboard Spaceship
Brad Morris - Director
Michael Sapienze - Head of Production
Matt Engelking - Executive Producer
Wojtek Stypko - Line Producer
Chad Leathers - Director of Photography
Whitehouse Post
Paul Rummerfield - Editor
Melanie Klein - Head of Production
Keren Plowden - Associate Producer
Post Haus
Brock Babock - Executive Producer and Audio Engineer
Ana Parra - Producer
Primary Color Music
Ryan Pinkston - Music Compos
