Description
Research revealed that for many Kiwis, fear of judgment is a significant barrier to going to the gym—even if that judgment isn’t as real as we think it is. Les Mills New Zealand's new brand platform 'Be Imperfect' addresses this anxiety head on, celebrating the confidence gained through action. The act of moving, of doing, becomes the antidote to doubt—inviting everyone to see their gyms as a playground for fitness, where every day can be a first day, and being a beginner is celebrated.
Featuring no actors. Just real members. 'Be Imperfect' challenges the traditional fitness narrative—stripping away the glossy facade of gym perfection, and embraces the missteps, the dripping sweat, and the grit that come with every fitness journey.
This professional campaign titled 'Be Imperfect' was published in New Zealand in October, 2024. It was created for the brand: Les Mills New Zealand, by ad agency: Motion Sickness. This Film and OOH Outdoor media campaign is related to the Fitness industry and contains 11 media assets. It was submitted about 1 year ago.
Credits
Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
General Manager: Alex McManus
Creative Director: Jordan Stent
Senior Creative: Will Macdonald
Creative: Freddy Riddiford
Creative: Jolin Lee
Head of Strategy: Hilary Ngan Kee
Head of Production: Joseph McAlpine
Producer: Andy Mauger
Senior Designer: Patrick Hickley
Account Directors: Priya Marshall, Matthew Campher
Production: Good Oil
Director: Tom Campbell
Cinematographer: Max Walter
Executive Producer: Andrew McLean
Producer: Anna Stuart
Offline Editor: Simon Price
Online Editor: Stu Bedford
Colourist: Fergus Rotherham
Photographer: Chris Gurney
Music & Sound: CAY Works
Voice Talent: Tom Scott
