Description
Fitness leader Les Mills today launched “Choose Happy” — a bold new international campaign aimed at helping the 64-percent of Gen Z who aren't regularly exercising to overcome barriers such as intimidation and reap the rewards of an active lifestyle. The campaign sees the brand partner with breakthrough creative force Brett Goldstein — naming him the first Les Mills Happiness Ambassador — to show that when you choose a workout you enjoy, you work out harder and happier.
The Les Mills “Choose Happy” creative and Happiness Ambassador program are informed by new research that shows Gen Z are seeking greater positivity and choice from their workout experiences. The campaign is underpinned by the brand’s New Zealand roots and its focus on spreading joy through the physiological, mental and social benefits people gain from its science-backed workouts.
“When I traveled to New Zealand, I saw first-hand why the island nation is one of the world’s happiest countries,” noted Goldstein. “Les Mills inserts happiness into all workouts improving your physical and mental health while delivering results. There were good vibes in every gym I visited. It even made me smile. I’m proud to bring the Kiwi-inspired, ‘Choose Happy’ fitness mentality we highlight in the film to the world, so that anyone who dreads working out, can discover it, in fact, can be a key to happiness.”
The brand film, created by nice&frank, which runs internationally, was shot on location in New Zealand with director Andreas Nilsson and begins with Goldstein in a sad, lonely workout world when, in the depths of his darkest training moment, he is transported to one of the happiest places in the world where he participates in a Les Mills class. The film also features female Māori actor Acushla-Tara Kupe making her international commercial debut further showcasing Kiwi culture.
This professional campaign titled 'Choose Happy' was published in New Zealand in June, 2023. It was created for the brand: Les Mills, by ad agency: nice&frank. This Integrated medium campaign is related to the Fitness industry and contains 2 media assets. It was submitted 10 months ago.
Credits
Client: Les Mills
Project Name: Choose Happy
Live Date: 6.26.23
Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
Creatives: Erica Stevens, Lucy Sandwick
Social: James Gross
Design: Claudia Di Martino, Ben Gallegos, Brett Newman
Executive Producer: Benton Roman
Director of Culture & Strategy: Drew Forrest
Brand Strategist: Ray Yoes
Account Director: Alyssa Fitterer, Kelsey Burke
Client: Les Mills
Group Chief Executive Officer: Clive Ormerod
Chief Customer Officer: Luke Waldren
Head of Brand & Voice of Customer: Alice Atherton
Global Head of Content & Social: Chris Asahara
Global Social Media Manager: Zoe Ballantyne
Senior Global Brand Lead: Gemma Jelicich
Global Content & PR Director: Jak Phillips
Global Design Director: Jessica Huynh
Design Lead D2C: Meg Golbry
Senior Legal Counsel: Anna Burt
Campaign Planning Specialist: Alia Jones
Business Affairs: Hailstorm
CEO: Michelle McKinney
Business Affairs Director: Christina Rust
Senior Business Affairs Manager: Whitney Vose
Senior Business Affairs Manager: Emily Goodman
Production Company: Biscuit
Co-Production Company: Revolver
Director: Andreas Nilsson
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Caroline Kruck
Head of Production: Sean Moody
Director of Photography: Lasse Frank
Production Designer: Lucinda Thomson
Wardrobe Stylist: Sophie Fletcher, Kristin Seth, Michelle Martini
Hair & Makeup Artist: Kerrie Urban, Georgia Lockhart
Editorial: Work Editorial
Editor: Rich Orrick
Cutting Assistant: Joseph Tuzzolino
Executive Producer: Alejandra Alarcon
Head of Production: Chris Delarenal
VFX & Color: Blacksmith
VFX Supervisor / 2D Lead: Robert Bruce
Shoot Supervisor: Naomi Anderlini
Compositors: Ben Kwok, Hannah Wilk, Dylan Nett, Marco Baratto, Myles Dunlop, Matt Reilly
CG Generalist: Ben Elliot
DMP: Marc Samson
Producer: Lily Sarokin
Production Coordinator: Joey Witten
Executive Producer: Charlotte Arnold
Head of Production: Perry Tate
Colorist: Mikey Pehanich
Color Assist: Sam Howells
Color Producer: Adam Vevang
Mix: Heard City
Managing Partner: Gloria Pitagorsky
Mixer: Phil Loeb
Head Of Production: Jackie James
Executive Producer: Liana Rosenberg
Senior Producer: B Muñoz
Producer: Nick Duvarney
Assistant Producer: Dylan Stetson
Assistant Mixers: Virginia Wright, Zoltan Monori, Chenoa Tarin, Oddy Litlabo
Sound Design: Trinitite
Sound Designer: Brian Emrich
Music: KOM
Composer: Philip Kay
Producer: Andy Oskwarek
Stills: Fanclub
Stills Photographer: Graeme Murray
Executive Producer: Fleur Swarbrick
Stills Retouching: Swell Digital
PR Agency: Lion Media Group
President and Founder: Charles Leone
Earned Media Creative/Strategy: Keith Gordon
Consumer Media Relations Consultant: Sammy Eanes
Ad Trade Media Relations Consultant: Sarah Corbin
