AUCKLAND, Today: Les Mills New Zealand, a leader in fitness for over 50 years, is shaking up the fitness narrative with its bold new campaign, Be Imperfect, created in partnership with Motion Sickness.
The campaign embraces the messy reality of fitness—missteps, sweat, and struggle—moving away from the idea of gym perfection and focusing on the true journey.
The hero film, narrated by musician Tom Scott, highlights the inner critic we all face. Les Mills counters that voice, encouraging us to embrace mistakes as part of success.
Research shows many Kiwis avoid gyms due to fear of judgment. Be Imperfect tackles this head-on, celebrating confidence gained through movement and inviting everyone to see Les Mills as a fitness playground.
“Motion Sickness has brought strategic thinking and creativity, helping us break new ground for the brand and the category.” – Rosie Rissetto
“At Les Mills, we know how life changing exercise can be… Be Imperfect takes the pressure off and highlights imperfection as a natural part of the fitness journey,” said Rosie Rissetto, Head Of Marketing & Sales at Les Mills New Zealand.
The new direction speaks to the self-doubt we all experience, explained Hilary Ngan Kee, Head Of Strategy at Motion Sickness. “Les Mills is the voice that tells you to raise the bar, even if it doesn’t have any weight on it.”
Real Les Mills members star in the campaign, bringing their personal stories of struggle and triumph. The campaign will continue to unfold through various brand activations in the coming months.
“Motion Sickness has brought strategic thinking and creativity, helping us break new ground for the brand and the category,” added Rosie Rissetto. “We’re excited about the creative potential of Be Imperfect.”
Launched online on Sunday, the campaign racked up over 130,000 organic views and more than 1,000 shares in just 24 hours. It now rolls out nationwide across TV, out-of-home, SVOD, and digital platforms starting October 6th.
CREDITS
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
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
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