“Happy New Year” is the greeting we hear everywhere at the start of the year. And since health, exercise, and getting in better shape are among the most common New Year’s resolutions, we gave Fitinn’s New Year campaign its own twist. Instead of a classic greeting, Fitinn wished people a Happy New Body. By changing just one word, we created a simple, fun, and sales-driven wordplay that connected New Year’s resolutions with new gym memberships.