Luke Waldren: “Our mission is to create a fitter planet."
Les Mills opened its first gym in Auckland during 1968, kickstarting a global movement that now sees the brand’s workouts offered in 21,000 gyms around the world.
M&C Saatchi were brought onboard to help Les Mills define a unique tone and visual identity in order to communicate a simple brand goal: to help people fall in love with fitness.
The campaign is entitled 'Who Is Les Mills?' and is the company's first full funnel brand campaign; it launches on key sales dates of Black Friday, Cyber Monday, Christmas, and New Year’s and is running in key markets of the US, UK, Europe, and Australia.
The campaign launches with a long form brand film complete with four 15 second cutdowns. Activating primarily across YouTube, Facebook, and Instagram, the campaign will be supported by a mix of bespoke 15 second and 6 second edits across consideration and conversion.
Russel Fox, creative director of M&C Saatchi, said: “The fitness category is often overly reliant on big budgets and celebrity endorsements. Working closely with the in-house creative team at Les Mills, we focused on creating a unique tone of voice. One that’s confident, relatable and a little mysterious. Encouraging everyone, no matter their fitness level, to fall in love with fitness.”
Luke Waldren, chief customer officer Les Mills International said: “Our mission is to create a fitter planet and this new campaign offers a fresh, intriguing perspective on the many ways that people can work out with us.
“WHO IS LES MILLS is a playful and compelling expression of our ability to deliver world-class workouts to anybody, anytime, anywhere. It’s our biggest marketing campaign to date, designed to grow the fitness market by inspiring young people to reap the rewards of an active lifestyle.”
Credits:
Client: Les Mills International
· Chief Customer Officer - Luke Waldren
· Brand Marketing Manager - Gemma Jelicich
· Global Creative Director - Dan Fantl
· Global Design Director - Jessica Huynh
Creative Agency: M&C Saatchi Group
· Chief Creative Officer - Cam Blackley
· Managing Director - Michael McEwan
· Executive Creative Director - Emma Robbins
· Creative Director - Russel Fox
· Senior Copywriter - Daniel Borghesi
· Head of Strategy - Michael Hyde
· Planning Director - Rebecca Heard
· Senior TV Producer - Zoe Rixon
· TV Producer - Steph Watt
· Production Assistant - Sydnie Kendall
· Senior Stills Retoucher - Richard Sellies
· Business & Operations Director - Jayne Brady
· Account Director - Sam Siddons
Production Company:
· Director & Photographer: Josh Robenstone
· DoP: Henry Cousins
· Producer: Danny Braunstein
· Offline editor: David Tse
· Grade: Daniel Stonehouse
· Online editor: David Tse
· Stylist: Abby Bennet
Audio Production: Final Sound
· Producer: Pip Wright
· Sound Engineer: Craig Conway
