ORANGETHEORY FITNESS (2018 +2019)
We hijacked Daylight Savings Day and got a record number of new members for the world’s fastest growing fitness brand.
Then we did it bigger the next year, and shattered the record again.
The Premise
“I don’t have enough time.”
It’s the #1 excuse for why people around the world don’t exercise. But it’s just that, an excuse. A mental obstacle people have that is preventing them from living their healthiest, happiest life. And as a fitness brand with a mission to help people all over the world live a healthier, more vibrant life, we felt we had an opportunity to tear this excuse down.
The idea: Let’s own the one day in every calendar year where there is more time—Daylight Savings, the day where we turn back the clock creating a 25th hour. And on this day, let’s do everything we can to get everyone everywhere into our studios for a free one-hour workout.
The Work (2018)
The Work (2019)
