There’s nothing MORE boring than “New Year New You”

At Obé fitness, we asked ourselves what would be the most motivating for our users as they made their New Year’s resolutions.

An exciting company-wide brainstorm later, I pitched the idea of launching a pre-New Year’s campaign, closely followed by the motivating “Make Your Move” mantra. We asked users to “Start Before You’re Ready”, to not wait until the countdown or the pressure hits. That the perfect time is now, even if that timing feels imperfect.