Fernwood Women’s Health Clubs were promoted as the safe place for women without agenda in a series released in September 2007. Fernwood is being branded as a club rather than gym, appealing to women who normally associate gyms with narcissism, sweaty males, long queues, disrespectful and self-obsessed staff.
Bike
A woman waiting for an exercise cycle at the gym is put off by the sweaty guy who’s used it before her.
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Gum
A gym receptionist focuses on her bubble gum rather than a prospective client.
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Plastic
A woman in an aerobics class is stunned to discover not all is as it seems.
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Trainer
Is it male chauvinism and voyeurism? No it’s just male narcissism.
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Credits
The Hate Gyms? campaign was developed at Grey Worldwide, Melbourne, by creative director Ant Shannon, art director Kirsti Lewis and copywriter Sabina Schaare.
Filming was shot by director Dogboy via The Pound, Melbourne. See the Fernwood series in quicktime at The Pound.
