Les Mills live 2019
Creating traffic & awareness around Les Mills biggest event, Less Mills live 2019.
- Increased awareness around event
- Increasement in new audience and engagement
- Increased affection towards the brand
Les Mills LIVE is coming to Anaheim, CA on June 28th and 29th, in partnership with IDEA World. The goal was creating a video-driven advertising campaign that will tap into key Les Mills personalities and fitness influencers to inspire fans to attend the event.
The story we wanted to tell
Since last year’s video approach campaign was such a success, which relied on “selfie-style” videos created by Les Mills Influencer team. The request was to use the same outframe but give a new twist to it. Les Mills is a world famous brand with a modern, fast and badass approach on their look. People are attracted to that and want to resemble. We wanted to emphasize that in the videos and ads. By using fast cuts, inspiring/ powerful music and awesome animations.
Make their audience feel the same emotional connection and vibe as when they are working out.
The creative process
Creating something similar made sense. While the direction of the main output was set, the visual style was yet to be created. We wanted to translate their 2019 updated assets into the videos and ads. Provided with the influencer’s videos we decided to cut these up to create a new way of making the story.
In the end, their audience experienced this as super dynamic and fun to watch. They would stick all the way to the end where they were guided towards the website of the event.