Terry Crews fronts Wellhub campaign

The creative centres on the idea that wellbeing is shaped by connection and shared experiences

Euphoria Creative has entered the North American market with its first global campaign for Wellhub, featuring actor Terry Crews following his appointment as the brand's Global Ambassador of Wellbeing.

The campaign introduces the concept of Terry Crews' Crews, using multiple versions of the actor to highlight the range of activities and communities available through the Wellhub platform. The creative centres on the idea that wellbeing is shaped by connection and shared experiences.

Campaign marks North American debut

The main film shows Terry Crews participating in activities including yoga, pickleball, running, gym workouts and jiu-jitsu, with different versions of the actor representing the variety of communities available through the platform.

Marcelo Rizério, Co-Founder and Chief Creative Officer at Euphoria Creative: "This campaign represents a very important milestone for Euphoria. Not only is it our first global project, but it was also created for one of the most competitive markets in the world, alongside a highly relevant brand and a personality as iconic as Terry Crews. Playing with his last name, and with the fact that he’s already known as someone who brings people together, was the perfect way to show that Wellhub is for every type of crew, translating the brand’s sense of community and belonging."

Social content expands campaign

Alongside the main film, the campaign includes four short-form digital and social media spots featuring Terry Crews. The content draws on aspects of the actor's public persona, including his humour and openness about mental health.

The campaign is available in 30-, 15- and 6-second formats and will run across digital, social media and pay TV channels. It targets consumers, HR professionals and Wellhub's network of partners, including gyms and fitness studios.

www.euphoriacreative.com

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