January is historically the busiest period for the health and fitness sector and David Lloyd Clubs needed to find a way to cut through the noise to get separation from their competitors.

We Play Out focused on shifting the audience’s attitude towards exercise and was backed by scientific insight from Oxford University, which challenged how perceptions of exercise change from childhood into adulthood.

The Work

Our light-hearted concept challenged the audience to think about exercise in a different way. We interviewed and adults and children at David Lloyd Milton Keynes and used the contrasting answers to create a hero film and a series of campaign assets which were activated on social media. What we discovered (unsurprisingly) is whilst many adults view exercise as a chore, the kids had a totally different, more refreshing attitude towards staying fit and healthy.


The month-long social media campaign was intended to drive David Lloyd’s engagement and advocacy amongst existing members whilst also introducing new prospects to the brand.

With Facebook and Twitter as the main activation platforms, the campaign was extremely successful in driving engagement with the brand with the message of ‘playing out’ really resonating with the ‘frazzled family’ target demographic.


Other work