Les Mills launches new global brand campaign asking ‘Who Is Les Mills?’

Global group fitness provider Les Mills International has launched a new brand campaign entitled ‘Who Is Les Mills?’.

The company’s first ever full ‘funnel brand’ campaign (presenting the customer journey perspective) will launch on key sales dates around the world - Black Friday, Cyber Monday, Christmas and the New Year - key markets the US, UK, Europe, and Australia.

From having opened its first gym in Auckland in 1968, Les Mills went on to kickstart a global movement that now sees the brand’s workouts offered in 21,000 gyms around the world.

Advertising agency 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.

Commenting on the campaign, M&C Saatchi Creative Director, Russel Fox stated “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.”

Les Mills International Chief Customer Officer, Luke Waldren 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.”