Les Mills has launched its new major brand campaign entitled ‘Who Is Les Mills?’ via M&C Saatchi Group. Les Mills opened its first gym in Auckland during 1968, kickstarting a … read moreglobal 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 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.
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