ClassPass

#bethebalance: a European launch campaign.

Concept and launch campaign for ClassPass's European market entry, developed within an eight-week timeline.

For the 2019 European marketing roll-out, the entire campaign concept was developed and produced within eight weeks under the title #bethebalance, focused on the symbiosis between body and mind.

The campaign aimed to show what finding balance in everyday life could look like, translated across editorial, social and video formats for multiple markets.

01 — Editorial Case Studies

Four cities, four stories of balance.

Four editorial case studies followed protagonists across Berlin, Paris, Munich and Amsterdam: actor and cafe owner Gizem Emre, jewellery designer Louise Damas, triathlete and dermatologist Marie-Luise Klietz, and stylist Lizzy van der Ligt. Three were paired with video portraits built for social media.

ClassPass #bethebalance editorial photography

Gizem Emre, Berlin, for the ClassPass #bethebalance campaign

Louise Damas, Paris, for the ClassPass #bethebalance campaign

Marie-Luise Klietz, Munich, for the ClassPass #bethebalance campaign

Woman leaning in the doorway of a yellow Berlin U-Bahn carriage, ClassPass #bethebalance editorial in Berlin

Jewellery designer arranging dried flowers in her Paris apartment, ClassPass #bethebalance editorial

Two triathletes in wetsuits on a lakeside dock at dawn, ClassPass #bethebalance editorial in Munich

A Paris street from the ClassPass #bethebalance editorial in Paris

Munich Olympic Park from the ClassPass #bethebalance editorial in Munich

Stylist sitting on a red scooter outside an Amsterdam house, ClassPass #bethebalance editorial in Amsterdam

Stylist in a striped jumper at her Amsterdam studio desk, ClassPass #bethebalance editorial

Hands holding a pink flyer with smiley stickers in an Amsterdam studio, ClassPass #bethebalance editorial

Amsterdam canal house gables against a blue sky, ClassPass #bethebalance editorial

Booking a class in the ClassPass app on a phone, ClassPass #bethebalance editorial in Amsterdam

Balance, as a way of life.

02 — Editorial Portraits

Three cities, three people finding their balance.

Alongside the campaign spots, Friends of Friends produced editorial portraits in Berlin, Paris and Munich, each a story of balance between work, body and daily life.