Zumba / Less January More Zumba

FCB Inferno

Original creative concept and art direction

A digitally focussed integrated campaign for Zumba.

The typical attitudes people have towards exercise resolutions often lead to early failure. Not so with Zumba. Our challenge was to communicate this to sceptical non-Zumba goers who were about to begin their January exercise resolutions. The majority of health and fitness advertising focuses on giving things up, staying in and cutting out the fun. But Zumba is all about sticking up a middle finger to January, to dull diets and cold wet runs, and choosing fun instead.

The campaign was launched with a video that captured real Zumba-goers sweating and smiling their way through a real class. The high-energy class was juxtaposed with grim, typical images of January. We built a supporting GIF generator to drive engagement and reach more target audience. Fans and instructors were able to create their own customisable ‘Less January, More Zumba’ GIFs. Users could pick their favourite Zumba videos and customise a message and photo, before sharing on Twitter and Facebook.

35,500 GIFs have been created since launch, and the campaign has had 15 million impressions on Facebook, alongside 20,000 likes and comments on Instagram.

Plus 5.56m views combined on YouTube and Facebook.