Skinny Jeans & Your Feet by DMG Radio, Brisbane for Goodlife Fitness Clubs

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Skinny Jeans & Your Feet

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Industry Sports and Health Clubs, Gyms
Media Radio
Market Australia
Agency DMG Radio, Brisbane
Creative Director Nathan Russell
Copywriter Cindy Donato
Released May 2012

Awards

London International Awards 2012
Radio Conceived & Produced by Station Short List

Credits & Description

Entrant: DMG Radio Australia, Brisbane
Goodlife Healthclubs - "Skinny Jeans & Your Feet"
Corporate Name of Client: Goodlife Healthclubs
Radio Station: Nova 106.9
Creative Director: Nathan Russell
Copywriter: Cindy Donato
Directors: Ben Clayton/Cindy Donato
Recording Studio: Nova 106.9, Brisbane
Audio Engineer: Ben Clayton
Voice-over: Damien Garvey/Cymone Rose
Description of the Project
Goodlife Healthclubs wanted a campaign that would have instant cut through, strong engagement with the target audience and a unique sound amongst a bevvy of homogenised competitors. The concept written and conceived by Cindy Donato - Senior Copywriter at Nova 106.9 involved getting your favourite pair of skinny jeans that no longer fit to tell you to get to the gym. Another version targeting males used the feet (you haven't seen in a while) doing the talking. Recent research undertaken by Goodlife has shown amazing resonance with their core target market after both of these campaigns.