Les Mills New Zealand pushes imperfection in latest brand campaign with Motion Sickness

Les Mills New Zealand, a pioneer with more than 50 years of experience, is challenging the traditional fitness narrative with a new platform and campaign “Be Imperfect”. In collaboration with creative agency Motion Sickness, the campaign strips away the shiny exterior of the gym, including the mistakes, dripping sweat, and bruises that come with every workout.

The epic film, shot by Australian director Tom Campbell, opens with a familiar voice, voiced by singer Tom Scott, reminding us of the doubts we all face—telling us we’re not strong enough. or we are not prepared enough. However, this term was soon drowned out by a more compelling term, Les Mills. Les Mills assures us that it is okay to stumble, that every mistake is a prize in the cabinet of success. The inner critic who expects you to be perfect is what holds us back – but you don’t have to listen to it.

Research has revealed that for many Kiwis, the fear of judgment is the biggest barrier to going to the gym—even if the judgment isn’t as real as we think. “Be Imperfect” speaks directly to these concerns, celebrating confidence gained through action. The act of moving, of doing, becomes the antidote to doubt—inviting everyone to see Les Mills as an exercise playground, where every day can be the first day, and to be the initiator is celebrated.

Rosie Rissetto, director of marketing and sales, Les Mills New Zealand, says: “At Les Mills, we know how life-changing exercise can be and that some days are better than others. Be Imperfect takes the pressure off and highlights imperfection as a natural part of the fitness journey. Our groups foster an environment where people can get out of their heads and into the moment, where anyone can enjoy living well without expectations, limitations or pressure. Be Imperfect celebrates this. ”

The new direction of Les Mills New Zealand was born out of the self-doubt many of us have within ourselves.

Hilary Ngan Kee, director of motion sickness strategy, says: “We all have it—that little voice in the back of our heads that tells us we’re not good enough.” The critic who says you’re not doing well or you won’t make it. That annoying little commenter who gets in the way of trying something new. Les Mills is another word that tells you to lift the bar, even if it has no weight on it. This new online platform is all about self-confidence and giving you the tools to be confident, live in the moment, and run your race, without judgment. That’s where the new Les Mills guide, and ‘Be Imperfect’, comes in.

Motion Sickness decided not to have actors—with real members of Les Mills, each of whom brought their own unique stories of challenge and triumph. Les Mills will be working with Motion Sickness over the coming months to implement the ‘Be Imperfect’ platform across the business and the business in new ways, big and small.

Rissetto says: “Motion Sickness brought a unique combination of strategic thinking and the opportunity to create traditional knowledge that helped us create a new foundation for the brand and the team as a whole. We are well aware that the online platform has more than sixty seconds of advertising and we are excited about the creative process within the Be Imperfect platform and its ability to adapt to new market segments. . “

The sixty-second ad debuted on Sunday online and received more than 130,000 views and more than 1,000 shares in the first 24 hours. The campaign is launching this week across TV, out-of-home, SVOD, and integrated digital channels. The campaign is also supported by extensive social media that unpacks the Imperfect platform through the unfiltered words of many Les Mills members. The campaign runs nationwide from October 6.

Client: Les Mills New Zealand – Brett Sutton, Rosie Rissetto-Spiers, Julia Minnaar

Media: PHD

Agency: Motion sickness
Executive Creative Director: Sam Stuchbury
General Manager: Alex McManus
Creative Director: Jordan Stent
Senior Creative: Will Macdonald
Composer: Freddy Riddiford
Composer: Jolin Lee
Head of Strategy: Hilary Ngan Kee
Head of Production: Joseph McAlpine
Producer: Andy Mauger
Senior Designer: Patrick Hickley
Account Executives: Priya Marshall, Matthew Campher

Product: Good Oil
Director: Tom Campbell
Cinematographer: Max Walter
Executive Producer: Andrew McLean
Producer: Anna Stuart
Offline Editor: Simon Price
Web Editor: Stu Bedford
Colourist: Fergus Rotherham
Photo: Chris Gurney
Music and Sound: CAY works
Voice Talent: Tom Scott