Virgin Active set to launch New Year campaign ‘Enough’ in Australia via That Thing, London

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Screen Shot 2019-01-08 at 8.19.49 am.jpgVirgin Active is reclaiming its disruptor heritage by addressing the reality of exercise and celebrates the struggles and the beauty of simply doing enough in a new campaign via UK agency That Thing, which is set to air in Australia shortly.

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.

Says Anton Brown, chief experience officer, Virgin Active: “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.”

Says Weir: “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.”

Client: Virgin Active

CMO: Anton Brown

Head of Marketing: Katrina Southerly

Brand Director: Tim Carter

Agency: That Thing

Creative Director Words & Strategy: Joe Weir

Creative Director Design: Mark Williams

Senior Designer: Dan Sowten

Strategist: Joe Weir

Client & Commercial Director: Kate Simmons

Account Director: Hayley Hyland

Director of Production: Henry Jackson Janes

Editor: Tupaq Felber

Film Production: That Thing

Director: Mark Williams & Joe Weir

Producer: Hayley Hyland

Production Manager: Henry Janes

Editor: Tupaq Felber

Sound Designer/Mixer: Resonate Music

Music Company: Resonate Music

Post Production: The Mill

Colourist: James Bamford

Production Manager: Sam Wood

Print Production: That Thing

Retouching: Henry Janes

Media Agency: Vizeum