M&C Saatchi Answer the Burning Question 'Who is Les Mills?'

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. 

Titled, Who Is Les Mills? the company's first ever full funnel brand campaign launches on key sales dates Black Friday, Cyber Monday, Christmas, and New Year’s running in key markets: the US, UK, Europe, and Australia. 

The campaign launches with a long form brand film complete with 4 x 15” and 4 x 6” cutdowns. Activating primarily across YouTube, Facebook, and Instagram the campaign will be supported by a mix of bespoke 15” and 6” edits across consideration and conversion. 

Russel Fox, creative director M&C Saatchi, “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 adds, “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.”