Youfit came to R29 wanting a fresh, new national ad campaign that would encourage people who were casual exercisers to join a Youfit gym for just $10 a month. The campaign included broadcast, transit, and print and direct mail advertising pieces. The campaign that they chose featured people accomplishing health related goals that were important to them, such as fitting back into a wedding dress after 12 years or running a 5k, only stopping to walk once. Rule29 wanted to emphasize the sense of “power” that these sort of achievements can give to people, and decided that the best way to do so would be to characterize average citizens as superheroes, accomplishing great feats of strength in their normal, everyday lives.