Nautilus Plus launches the Progresse movement

Nautilus Plus is launching Progresse, a movement bringing together 30 participants with personal health and well-being goals. To introduce the initiative, Macadam created an advertising campaign that shares their motivations and invites the public to join them.

Motivations that go beyond fitness

The campaign is rooted in a simple truth: the desire to exercise often stems from a need that goes beyond physical fitness. It might be about reducing stress and anxiety, or reconnecting with yourself after years of putting your children first. Progresse embraces these personal motivations, making their diversity the starting point for the movement.

Over 12 weeks, participants will receive guidance from Nautilus Plus kinesiologists and nutritionists, with support from the community throughout their journey.

A campaign driven by real stories

The 30-second launch spot opens with participants sharing their motivations directly to camera, before showing them working out alongside Nautilus Plus professionals. The words “I’m in” connect their stories. In the out-of-home ads, each portrait is paired with a personal reason for taking part, set against the brand’s signature blue.

A campaign that evolves with its participants

Running across connected TV, radio, out-of-home, digital platforms and social media, the campaign is supported by a media strategy developed by Jungle Media. “One of this campaign’s strengths is its ability to reach people in their everyday environments, with formats and messages tailored to each touchpoint. That thinking guided our media strategy,” explains Marc Hamelin, Senior Director at Jungle Media. The next phases will follow the participants’ journeys, revealing the progress they make along the way.