LeBron, Cindy Crawford, Arnie and Lindsey Vonn Give a Hand Up to Wellness for New Company Ladder – Via Boulder’s Human Design
By The Denver Egotist / /
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 personalized product.
To introduce this subscription-based brand, Human Design created a series of commercials and a viral media campaign. The 60-second anthem launched in November, interlacing videos of the four active celebrities — and other happy, healthy-looking people — engaged in their daily activities. 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 lives as a workout. Those will begin rolling out online in January, since the new year is the prime season for resolutions.
“The team at Ladder created a product that was born out of their own life experiences, and built using their unique resources. Helping them tell that story was an honor,” said Human Design’s Chief Creative Officer John Weiss.
Ladder makes reaching lifestyle and health goals attainable by providing direct-to-consumer energy powders and other supplements along with content, support and guidance from world-class advisors and experts. The goal of the work is to drive viewers to www.weareladder.com to customize a plan.