“A year ago we introduced Choose Happy as Les Mills’ new brand platform. This year we proved it on the product level with the launch of CEREMONY.”
“We actually started with a different version of the same song and presented it in early creative development rounds as a music-only spot, with the lyrics acting as the VO. We ultimately merged the song and VO versions because we loved the way the singer and narrator interact with each other, which makes the idea feel more complete.”
“Our first work for Les Mills that launched the ‘Choose Happy’ brand platform really positioned us as a cheerful alternative in the fitness market. With the brief for ‘CEREMONY’ being a bit more product-focused, we had to show that this was a next-level circuit training class that will leave you sweaty while still tying in our ‘Choose Happy’ ethos. It was in that friction that our idea was born.”
