Here is a social media and print campaign to promote a concept event for Peloton, #ThrowbackThursday.

To bring everyone together for a day of free sessions, Peloton is celebrating the silly things we used to do while encouraging us to keep moving forward. Something they can relate to!

Idea Statement:
This campaign imagines that Peloton is more of a victim of being a fad than it is. The executions feature incredibly dated products that Peloton never actually made to acknowledge its place in cultural memory while reminding us that “it’s not about where you’ve been, but where you are going.”

To connect with the 30s and up “aspiring athlete” target audience in a way that promotes spreading the brand message on social media, the campaign will center around an event called “#ThrowbackThursday.”