In a bold move that’s set to shake up the fitness industry, Virgin Active has launched a provocative global campaign that takes aim at the dark underbelly of wellness culture.
The gym chain’s new initiative, “Leave the cult, join the club,” is a rallying cry for those fed up with the toxicity pervading social media fitness circles.
Unmasking the Wellness Deception
At the heart of the campaign is a gritty 50-second spot that pulls no punches.
Developed by creative agency We Are Pi, the ad exposes the smoke and mirrors behind fitness influencers and bizarre online health trends.
Set to a remixed version of “Ode to Joy,” the spot celebrates authentic fitness and wellbeing – a direct contrast to the often unrealistic and potentially harmful fads promoted online.
From Screen to Street: A Multi-Channel Assault on Toxic Wellness
Virgin Active isn’t limiting its message to the small screen.
The campaign is set to dominate public spaces with punchy copy and visuals designed to spark conversation and scrutiny.
Gabi Mostert, Virgin Active’s Group Creative Director, doesn’t mince words: “We’re f*cking sick of it too. Come to one of our clubs, have a smoothie, move your body, lie in the sauna, whatever. Forget the noise and come as you are. Listen to nobody, but your body.”
Global Reach, Local Impact
The campaign is set to make waves across multiple continents, with creative content running across various media channels:
TV
Online platforms
Video-on-demand services
Digital out-of-home displays
Traditional out-of-home advertising
Launching this week, the campaign will target audiences in the UK, Italy, South Africa, Thailand, Singapore, and Australia.
A second burst is planned for January 2025, ensuring the message continues to resonate well into the new year.
A Cultural Provocateur Emerges
We Are Pi CEO Alex Bennett Grant sees Virgin Active’s new stance as a necessary shake-up in the wellness industry. “Leave The Cult Join The Club is the point of view the wellness industry needs,” he states, positioning Virgin Active as “the cheeky cultural provocateur we all want in our lives.”
As the fitness landscape continues to evolve, Virgin Active’s daring campaign may just be the wake-up call needed to redirect the conversation towards more authentic and sustainable approaches to health and wellness.
By challenging the status quo and encouraging individuals to trust their own bodies, Virgin Active is not just selling gym memberships – it’s championing a fitness revolution.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
