Les Mills has launched a new four-part yoga series, inspired by current wellness trend that sees people train for how they want to feel, not just how they want to look.
Younger generations are rejecting outdated fitness ideals and are redefining wellness on their own terms – they are meditating more, drinking less alcohol and seeking practices that connect them better with both their mind and body, says independent creative agency Motion Sickness.
The agency used this insight to develop the brand identity, messaging and campaign for the new yoga series.
Les Mills Yoga includes the following classes: yin for restoration, hatha for alingment, vinyasa for strength and breath.
Yoga for everybody
“With Les Mills Yoga, we wanted to offer something truly different – a program grounded in how the practice makes you feel: calm, centered and renewed,” says Les Mills International senior global brand manager Gemma Jelicich.
“It was about bringing it back to what matters, something authentic, accessible and distinctly Les Mills. Our collaboration with Motion Sickness was about cutting through the noise, a chance to stand out in the mind-body space with something that feels genuinely new. Ultimately, it was about positioning yoga as welcoming and inclusive for clubs, instructors and members alike. This really is yoga for everybody.”
The campaign concept Higher State aims to tell a clear, compelling story of emotional and mental transformation through mindful movement, says Motion Sickness.
The film element of the campaign, created in collaboration with Revolver and Glue Society directing collective, brings that transformation to life with striking visual storytelling that mirrors the journey into your higher state.
Reach your higher state
The creative platform, Reach Your Higher State, also aims to make yoga not only more accessible, but more relevant.
“We recognised that clubs have different needs and preferences, so every element of the creative was designed with intention,” says Les Mills design manager Bella Harvey.
“Strategically we created a product marketing campaign that balances inspiration and intrigue with authenticity, combining aspirational visuals with grounded content that reflects the true experience of the class. Ultimately, our goal was to make Les Mills Yoga feel fresh, exciting and distinctive.”
The campaign will be going live worldwide within business to business, business to consumer and trade channels. Les Mills International and Motion Sickness will be building on the higher state platform over the coming months.
The post Les Mills calls on people to reach a higher state with new yoga series, via Motion Sickness appeared first on stoppress.co.nz.
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