Les Mills launches international brand campaign

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LOS ANGELES, Saturday: Fitness leader Les Mills has launched Choose Happy — an international campaign aimed at helping the 64% of Gen Z who aren’t regularly exercising.

The campaign sees the brand partner with British actor Brett Goldstein — naming him the first Les Mills Happiness Ambassador.

The creative agency is nice&frank, the PR agency is Lion Media Group, and production is out of Biscuit Films – all are based in the US. Co-producer was AU filmmaker Revolver.

“The creative agency is nice&frank, PR agency is Lion Media, and production is by Biscuit – all based in the US. Co-producer was Revolver AU. The brand film, which runs internationally, was shot on location in NZ.”

The brand film, which runs internationally, was created by nice&frank, and shot on location in New Zealand.

Founder Phillip Mills (a Kiwi, now based in Europe) said: “The Happiness Ambassadors will be welcomed into the Les Mills family for the full Kiwi experience, training with the brand’s world-leading instructors and receiving a personal tour), taking in some of New Zealand’s most breathtaking landmarks.”


Client: Les Mills
International Brand Director: Alice Atherton (AU)

Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
Creatives: Erica Stevens, Lucy Sandwick
Executive Producer: Benton Roman

Production Company: Biscuit

Co-Production Company: Revolver
Director: Andreas Nilsson
Partner / Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Caroline Kruck
Head of Production: Sean Moody
Director of Photography: Lasse Frank

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