EVERY. BODY. THE M.A.C.
The Midwest Athletic Club has been in the fitness industry for 25 years. In late 2011 The MAC approached Fusionfarm to develop a new perspective for the brand’s messaging. No small feat, but we enjoy a good workout.Sure, The MAC is a collection of fitness centers, but deeper analysis reveals that’s really not the brand’s personality at all. With a high level of customer service and an expressed interest in partnering with members to reach their personal fitness goals, The MAC isn’t just in the gym business but rather the “helping-people-live-happier-healthier-lives” business. That’s an idea that makes sense to everybody – or more to the point, every body.
Bold and powerful, the Every.Body. campaign expresses an individual’s determination. Whether pumping serious iron or simply burning off weekend calories, The MAC’s members are equal in their commitment to their fitness goals – and The MAC’s commitment to their members is just as determined.
Our goal was for The MAC to own the fitness category in their market. Our strategy focused a tiered approach to a complete brand universe - first set the groundwork with a heavy rotation of print ads, then support the message with transit signage, billboards, sponsorship packages with local sports franchises, and website and social media branding. With campaign messaging in each MAC club - including giant wall wraps, new member kits, collateral materials, and clothing that connects the external message with the internal - Every.Body. is a consistent
holistic brand.
