The Secret to a Marvellous Life

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The Secret to a Marvellous Life ~

CAMPAIGN

An 85-year-old icon redefines strength

BRAND

Peloton

YEAR

2022

ROLE

Associate Creative Director

CHALLENGE

In Germany, Peloton was still earning its place. Awareness was growing, but belief lagged — especially in the metric that matters most: “This brand is for me.” The perception felt narrow, performance-led, slightly intimidating. We needed to humanise the brand, make it feel local, and prove it belonged not just in workouts — but in real lives.

APPROACH

We chose truth over casting. We found Erika Rischko, 85, a real German member whose energy is matched only by the quiet devotion of her husband cheering her on. What began as a fitness story became something deeper — a portrait of love, partnership and lifelong vitality. By blending Peloton’s modern brand machine with a warm, almost nostalgic aesthetic, we showed that movement isn’t about age or intensity — it’s about showing up. The result felt distinctly local, unexpectedly contemporary (yes, they’re TikTok famous), and emotionally universal.

The ecosystem

What began as a single member story became a fully integrated campaign — spanning TVC, digital, paid media and promo activations across Germany.

After winning Germany’s hearts, Erika & Dieter proved their story was only just beginning. For our next chapter, we developed a social-first film, inviting them to London for a new challenge: a live techno ride with Peloton Instructor Erik. They didn’t hesitate. :)

The story continued with a second social-first chapter — a plank challenge with Instructor Erik. What began as a playful rematch became a defining moment. Nearly nine minutes on the clock, unwavering. Erika didn’t just hold the plank — she owned it.

Impact

  • +49% lift in “This brand is for me” in Germany

  • Increased local brand relevance and emotional affinity

  • Validated the power of locally originated storytelling

  • Opened the door for future German-first creative projects instead of global adaptations

Peloton x Liverpool
Goals. Anytime. Anywhere.

Peloton x German National Team
Ever loved something so much?

Peloton
Welcome to Peloton: Jürgen Klopp

Peloton
Moved by Discipline: Candice Brathwaite