We Are ClassPass


Working with global fitness platform ClassPass, we executed a cross-European OOH campaign, launching the brand in two cities and gaining it traction in two more. This multi-city campaign would require one overarching, united strategic theme – but delivered with individually tailored executions that would address the tastes and challenges of Stockholm, Copenhagen, Munich and London.

Our response was rooted in a simple fact: ClassPass is not just a booking interface – it is a community. Individual members find and book classes online, and from then on it’s pure human interaction. It’s a platform that brings physically people together into a space with a collective purpose in mind – wellbeing.

Exercising double meaning in our campaign headline, ‘We Are ClassPass', we were able to introduce the brand itself, whilst also introducing the people that populate it. In each city, we photographed real gym owners, coaches, personal trainers and members – and brought them to their local billboards.

Breaks were an extension of our team as soon as we briefed them – they seamlessly integrated with our existing media agency and in-house creative team to ensure a smooth and efficient delivery within an extremely tight timeframe. You’re in good hands with the team at Breaks – there's a constant, honest and open communication flow with good humans who you trust.

- Megan Donnelly, Global Head of Brand, ClassPass