M&C Saatchi launches first global brand campaign for Les Mills

Les Mills has partnered with M&C Saatchi to launch its first brand campaign, defining a unique tone and visual identity for the fitness brand.

‘Who Is Les Mills?’ has been created with the goal of helping people to fall in love with fitness, with the brand’s workouts offered across 21,000 gyms globally.

The campaign launches with a long form brand film, with four 15″ and four 6″ second cut downs, which are set to roll out across YouTube, Facebook and Instagram with a mix of of bespoke 15” and 6” edits across consideration and conversion. The launch is timed to coincide with key sale dates of Black Friday, Cyber Monday, Christmas and New Year’s, running in key markets of the US, UK, Europe and Australia.

Russel Fox, creative director 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 added: “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.”


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


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