Comparison is the thief of joy.  That’s why, together with Sweaty Betty, we created their first truly global campaign that tosses comparison straight in the bin.

Instead of chasing clichéd fitness affirmations, we’re inviting our community to
discover what works for them. Strong today? Struggling tomorrow?
You bet and that’s damn well ok.

We dug deep into what’s making us all sweat and channelled it into the work, giving Sweaty Betty a strong voice for the first time. We feature a diverse group of women reflective of the Sweaty Betty community, each with their unique take on fitness.

Because for women 35 and up, the juggle is real. And too often, their stories are overlooked. We’re here to change that.


Role on project:
Creative Director

Creative Director: Louise Canham
Snr Art Director: Emma Jordan
Creatives: Lucy Collier & Sarah Glover
Strategy: Kathryn Loosely
Director: Becky Garner
Photographer: Wendy Huynh