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

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

2 Comments

Yeah right said:

Why not import all ads and destroy our industry?

Thuglife said:

Enough. Please

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