Sr CW
Agency:
nice&frank
Les Mills was launching their latest, most challenging circuit training class in the US. But in a market filled with Barry’s and Orange Theory classes, our biggest challenge was to make it stand out. So instead of following the fitness crowd, we flipped it on its head and focused on how a serious sweat session can leave you...happy.
CCO: Laura Petruccelli
CD (Copy): Pat Newman
CD(Art): Rob Stone
Sr AD: Chelsea Lee
Sr CW: Jared Richmond
Using Louis Armstrong’s “When You’re Smiling,” we created a hero spot that proved that the hardest workouts, including Ceremony, produce the best type of happiness — the kind that you earn. We partnered with Dave Meyers to highlight strained, sweaty woah faces in their transition to smiles while completing the Ceremony workout. We accompanied the hero spot with in-gym and OOH signage with some headlines that had to hiit as hard as the class. See what I did there?
Also, ‘woah faces’ might be one my best plays on words yet. Just sayin’.
Also, ‘woah faces’ might be one my best plays on words yet. Just sayin’.