Winner Status: Gold

Client/Brand: Anytime Fitness

Agency: Mischief @ No Fixed Address

Headline:
“Anytime Anytime” generated 40M paid impressions, nearly 80M earned impressions, 18M video views, and +998% engagement — all without spending millions on a Super Bowl ad.

Campaign Summary:
Anytime Fitness couldn’t afford to buy a $7 million ad, so they subverted it by hijacking the Super Bowl without an ad, turning the Big Game into a big game of bingo. The ingenious "non-ad" significantly surpassed all internal goals, tangibly built the brand, and contributed to increased revenue.

Team Credits:
April Anslinger, Global Chief Marketing Officer - Self Esteem Brands

Julie Anderla, VP, Marketing - Anytime Fitness

Katie Sowieja, Senior Director, Brand Marketing - Anytime Fitness

Jenna Lyons, Marketing Operations Manager - Anytime Fitness

Meg McDougall, Director of Content and Social - Anytime Fitness

Sara Janssen, Creative Director - Anytime Fitness

Tyler Igou, Director of Paid Media & Demand Generation - Anytime Fitness

Kelly Groehler, Communications and Public Affairs - Anytime Fitness

Traci Elder, Vice President, Brand Strategy and Creative Expression - Anytime Fitness

Greg Hahn, Co-Founder and CCO - Mischief @ No Fixed Address

Bianca Guimaraes, Partner & Executive Creative Director - Mischief @ No Fixed Address

Kevin Mulroy, Partner & Executive Creative Director - Mischief @ No Fixed Address

Ross Fletcher, Group Creative Director - Mischief @ No Fixed Address

Howard Finkelstein, Group Creative Director - Mischief @ No Fixed Address

Lucas Casão, Creative Director - Mischief @ No Fixed Address

Guilherme Rácz, Creative Director - Mischief @ No Fixed Address

Katilin Kehoe, Art Director - Mischief @ No Fixed Address

Patrick LaBelle, Copywriter - Mischief @ No Fixed Address

Will Dempster, EVP Head of Production - Mischief @ No Fixed Address


Additional Contributors:
Goodway Group
Fish Consulting