Actor/fitness expert Chris Hemsworth came to Moon Tide with a mission to grow his Centr brand, focusing on the U.S. market.
The brand, built around his mobile app and membership site, needed to capture Chris’s mindful approach to fitness, health, nutrition, and life. But that sounds so serious! The affable Aussie may be an international star (and super buff), but this is a guy who carts his kids off to school, trots around barefoot, and loves to laugh—especially at himself.
So starting with a name, logo, and visual identity, we helped create a brand that harnessed Chris’s global appeal while staying true to his personality and stressing the value of community. The soft, open-crescent logo appeals to members who see themselves as always in the making. Then we proceeded with a cheeky brand campaign and an organic social media “moment” that capitalized on the buff icon as real dude.
You don’t need to be a Chris Hemsworth to succeed on your fitness journey. You just need access to the experts on Chris’s team, the folks who guide the Centr community toward their fitness goals. We decided to let Chris himself convey this message, by putting the superstar into the bodies of some of his mortal members. The result: hilarious, humanizing (we’re all in the making), and engagement beyond even our own wildest dreams.
The year was 2020. Yikes. Anticipating the absence of any kind of May/June summer peak during that difficult year, Centr asked Moon Tide to manufacture one. It was a perfect opportunity to parlay Chris’s beautifully centered “but don’t take me too seriously” personality into a series of spots that went viral, under the irresistible rubric: “Affirmations That Positively, Absolutely, Probably (Most Likely) Won’t Make Your 2020 Worse.”