Join what and why? What is this all about?

You may have seen these billboards and shopping centre signs about the place recently and just wonder what it’s all about.

Well, it’s not exactly a cable TV network if you think that, but look carefully and see the “Fernwood” logo. Fernwood is in fact a chain of Australian women’s health and fitness clubs and the “For fox sake…” is all part of the “Find your inner fox” campaign.

Which marketing genius came up with this idea?