The New Year brings a new determination to get in shape, and work out more at the gym. However, resolutions usually fizzle out, with most Americans giving up on this goal by January 17th (Ditch Your Resolution Day). To reach this audience and inspire them to take new action mid-January, we created a campaign that associated healthy living with financial fitness.

With the help of hidden cameras, we partnered unsuspecting gym-goers with our Financial Trainer, who offered ridiculous, yet relevant advice in a humorous way. This was a first for Charles Schwab who typically run more conservative, straightforward marketing.

Created with: Nick Childs (CCO), Jeremy Mack (EP)