Virgin Active brings Melbourne’s Paris End to other end of Collins St in work via Publicis Mojo
CB Exclusive – Publicis Mojo Sydney has created a tongue-in-cheek campaign highlighting what happens when high-end fashion and high-end fitness unexpectedly come together.
When Virgin Active decided to open a new gym in Melbourne, it wasn’t setting up on just any street. Collins Street is famous for what is known as the ‘Paris End’- home to some of the most luxurious fashion boutiques and exclusive hotels in the world.
Which is perfect for the brand as Virgin Active isn’t your average gym either. It is a new class of fitness experience with luxurious features like a spa pool, experience showers, climbing wall and anti-gravity yoga.
The challenge is – that the gym is opening at the other, not so glamorous, end of Collins St.
Says Anton Brown, head of brand and marketing Asia Pacific, Virgin Active: “This is exactly the type of campaign we love at Virgin Active. Smart, intelligent and tapping into a local insight to bring an idea to life in a way that only Virgin Active can. We’re excited to see our pre-opening sales are on track to achieve our business objectives. What more can you say.”
Says Grant Rutherford, chief creative officer, Publicis Worldwide Australia: “We’re really excited about this campaign. A special mention to Steven Popovich and Pool Collective for collaborating on this project with us.”
The campaign includes OOH, transit, print, digital, urban walkers dressed to the nines and a pre-sale showroom.
Agency: Publicis Mojo Sydney
Chief Creative Officer: Grant Rutherford
Creative Director: Ian Williamson
Copywriter: Oskar Westerdal
Art Director: Sebastian Vizor, Grant Rutherford
Designer: Sam Pemberton
Print Producer: Chris Beghin
Group Account Director: Ryan Bernal
Senior Account Executive: Cosmo Haskard
Strategic Planner: Jon Deves
Photography: Steven Popovich via The Pool Collective
Production: Courtney Lewis
Stylist: Jana Bartolo
6 Comments
Would anyone under 40 seriously know that it was once called the ‘paris end’?
Indeed even when it was called that the resemblance to Paris was a little light on-the last vestige being removed when the genuinely Parisian Ress Oriental Hotel was demolished to make way for the hideous ANZ towers.
First rule of Melbourne: NEVER call the Treasury end of Collins ‘The Paris End’. Gross.
A strange problem to focus on, and I doubt a print campaign will do much of anything. That sais it’s a refreshing approach to the category.
Print. Refreshing.
I like them.
What next, complaints about a tv commercial?
“Yeah I don’t see much talent in AUATRALIA these days and I mean the ones working for big firms amd corporations running the companies, they are living of the jobs and not caring. It rejects raw individuality and goes for greed, overseas international brands from Europe instead of discovering it here right in the land of Australia.
A lot of the big brands are just greed and people are sucked in to buying big Conglomerate Multi billion dollar companies.
But most importantly no matter what industry your in it’s about service and people, customer service people have lost there passion to service people, it’s so so so sad…
I saw buy individuality and local, and be kind to one another….
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