Les Mills, a New Zealand fitness brand, wanted to connect with younger audiences globally.

So, we decided to shift the focus from physical fitness to celebrating happiness as the core motivation for exercise. Our launch idea, “Choose Happy,” draws inspiration from the happiness and health of New Zealanders. We collaborated with Brett Goldstein, famous for his grumpy character in Ted Lasso, and partnered with Andreas Nilsson to depict his journey from a grueling workout to the happiest place on Earth: New Zealand.

We then offered two work visas for people to move to New Zealand and learn happiness firsthand, receiving 15,000 applications in just 48 hours.