Virgin Active reclaims its disruptor heritage by addressing the reality of exercise and celebrates the struggles and the beauty of simply doing enough.
With only 15% of people in … read morethe UK holding a gym membership, the playful campaign aims to get people to think differently and more honestly about exercise, celebrating the realities of what successful exercise looks like and how good it should make you feel.
The campaign launched in the UK during the Festive period (26 December), and will be in full swing through January, as it rolls out to Australia, South Africa, and Southeast Asia. Elements include a film seeded through TV on Demand and social media, and an OOH campaign. A redesign of the global website launched in early December 2018.
That Thing created the campaign, led by founders Joe Weir and Mark Williams. It is part of a wider repositioning of the brand that will roll out through 2019.
Anton Brown, Chief Experience Officer, Virgin Active says, “Gyms tend to promise a ‘whole new you’ in their advertising, but they aren’t delivering. Exercise can be hard to fit into your life - between your job, family and trying to have a social life, just doing the recommended amount in a week is an achievement. When ‘Enough’ becomes part of your life, it’s more likely to stay there. We want to share a message that helps people feel good about themselves.” Joe Weir, Co-Founder, That Thing says, “Enough’ wants to speak to the 85% of people that the fitness industry has been ignoring and show them a new way of thinking about exercise. This campaign is part of a global brand repositioning that we’re really excited to be part of.”
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