• by Steve McClellan  @mp_mcclellan, December 31, 2019

Fitness franchise brand Orangetheory is out with a new campaign created by its agency of record Tombras. 

It features electronic music duo Krewella and features previews of their upcoming new single “Greenlights.” The original song, written by the sisters Yasmine and Jahan Yousaf, serves as the backdrop for the campaign’s video ads. 

The campaign, “Welcome to More Life,” includes three spots that began airing nationally on Dec. 30 and will run through the first quarter of 2020, as part of an integrated effort across broadcast, digital, and social media. 

The campaign is timed to the new year, when many people make resolutions to improve (or begin) fitness regimens. It showcases the benefits of Orangetheory and positions fitness as a better way of living. 

Krewella’s “Greenlights” will be officially released as a single on Jan. 17, 2020 with an accompanying music video to follow. Music marketing specialist The Music Division, based out of Atlanta, is credited with arranging the partnership between Krewella and Orangetheory.