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Ladder LLC: LeBron James, Cindy Crawford, Lindsey Vonn and Arnold Schwarzenegger Team Up
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Agency Human Design has created an integrated media campaign for Ladder, a new celebrity wellness brand founded by LeBron James, Cindy Crawford, Arnold Schwarzenegger and Lindsey Vonn that engages consumers with content, community and personalised product, bringing a level of simplicity and accessibility that is unprecedented in the health industry.
To introduce this subscription-based brand to the world, Human Design created a series of commercials and a viral media campaign. The 60-second anthem, 'We Are Ladder', launched in November, interlacing videos of the four active celebrities - and other happy, healthy-looking people - engaged in their daily activities, from yoga and weightlifting, to cooking and spending time with family, to group exercise classes and business meetings. Throughout the energetic spot, individuals repeat mantras such as, 'There is strength in numbers', 'There is no magic pill', 'Life is a workout' and 'We are Ladder'. Additionally, the agency cut eight 30-second spots - two per celebrity founder focusing on how they live their life as a workout. Those will begin rolling out online in January since the new year is the prime season for resolutions, which often involve commitments to wellness. Social media cutdowns will also be created so the work can be featured as Facebook posts and Instagram posts and stories.
Photographer: Eric Ray Davidson Related
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