How to create an outstanding branding campaign for an app that challenges the status quo in fitness?

Freeletics always had the challenge to get people to try and start changing their lives through physical activity.

However we had the proof lying with our community of people who gathered to support each other to crush their limits and achieve new levels of capabilities that many of those never thought possible.

Those who dared to challenge themselves got to experience freedom in an empowering way. Got to know Freeletics. Those dared to be one of us. To be Free.

The Patterns.

We all have our different patterns or excuses. So we’ve created graphic representations for those to each of our characters.

The Sounds.

For the films, we’ve decided to compose tracks where each would use a main instrument to compose a big orquestral piece. This way, we represented the difference in rhythm and tone of everyone’s life’s and issues.

The Numbers.

1 Brand Film 80"

5 Short Films 30"

31 Unique Bumper Ads

200 Still Key Visuals

The Results.

55% Brand Awareness Lift.

1.01 Millions of New Users engaging with the brand.