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Creative

Chris Hemsworth's Mysterious Head Teaches Us How to Eat and Live Like Thor in Bonkers Centr Campaign

Photoplay Films, Tue, Feb 23, 2021

Directed by Photoplay’s Scott Otto Anderson, the new film shows us that the God of Thunder is just like us after all

Chris Hemsworth's Mysterious Head Teaches Us How to Eat and Live Like Thor in Bonkers Centr Campaign

As one of Hollywood’s leading men, Chris Hemsworth is known for diverse roles that require dynamic body transformation. With Centr, a wholistic wellness app developed by Chris and his top-notch team of fitness coaches and nutritionists, people can finally train, eat and live like Thor at the tap of a finger.

Directed by Photoplay’s Scott Otto Anderson, the campaign sees Mr Hemsworth channelling the spirit of the people he and his team are out to help: from a Mom trying to squeeze workouts in between working-from-home and childcare, to a mindful college bro, two twenty-something workout girls, to a middle-aged ‘King of the Grill’ Dad. Chris’ chiselled head is superimposed on each character as he moves through their day-to-day lives, creating a weird and self-deprecating charm that speaks to the wide appeal of Centr.

The resulting content is a category-busting take on health and fitness, forgoing chiselled bodies and stylish athleisure wear in favour of a more achievable and relatable look at getting fit.

“This campaign is all about celebrating what’s possible when it comes to health and fitness” said Centr CEO, Zsofi Paterson. “We want people to understand that living a healthier life isn’t about being an A-list celebrity. To reach your goals you need to get the right guidance and the right tools, and Centr puts all that in your pocket so that you don’t need to ​be ​Chris Hemsworth to get results, you just need his team. We’re not your average fitness app which is why we don’t act like one. This might be an unusual take on fitness advertising but we want to shake up the category and show off the humour that Centr’s members have come to love and appreciate.”

Initially launching via Hemsworth’s personal Instagram page, the campaign rolled out across social, PR, CRM and paid advertising, amassing over nine million views globally in less than a week.

This new launch from Centr follows a year of significant growth, with subscribers increasing by 160% in 2020 thanks in large part to the app’s huge range of workouts, recipes and meditations, and the incredible transformations achieved by members since launch two years ago. Oh...and Chris’ team of course.

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Client

Client: Centr // Loup

CEO: Zsofi Paterson

Head of Customer & Growth: Kate Parker

Brand Manager: Rebecca Galic

Agency

Creative Agency: Moon Tide

Managing Partner: Charlie Koones

Managing Director: Tresa Gowland

Executive Producer: Ilene Kramer

Producer: Harry Joseph

Creative Director: Johann Conforme

Associate Creative Director, Copywriter: Karin Djelaj

Director, Strategy: Steve Le Neveu

Director, Social Media: Shauna Rush

Production

Production Company: Photoplay Films

Executive Producer: Oliver Lawrance

Producer: Emma Thompson

Director: Scott Otto Anderson

Director of Photography: Zoe White

Post Production

Post- House & VFX: Blackbird

Music and Sound

Music: Human

Sound Mix: Post Human

Category: Healthcare and Wellness , Well-being apps

Genre: Comedy , People

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