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With the number one New Year's resolution being to exercise more, it only made sense for Planet Fitness to show up where all eyes are on New Year's Eve: Times Square. 

All other gyms focus on weight loss and building gains, but the Judgement Free® Gym wanted to focus on something everyone can get behind - Feeling Fitacular.

At the top of every hour December 27-January 2, Planet Fitness took over 5 clusters, totaling 15 boards, with messages highlighting the only high that's legal in all 50 states. As soon as the clock hit midnight on January 1, 2022, Times Square was transformed to a glowing sea of purple and yellow.


The Fitacular glow was visible for all 17.7 million people viewing Dick Clark's New Year Rockin Eve, Presented by Planet Fitness on ABC, contributing to a 71% increase of sales in January.

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Agency: PNY

CCO: Erica Roberts

ECD: Grant Mason

Copywriter: Nick Larson

Art Director: Liv Johnston

Producers: Natalie Zeller, Tim LeGallo

Animation: The Mill

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