Virgin Active: Enough

Streetside billboard that reads: 'THE POWER OF ENOUGH – For exercise to work, you don't need to doit all. You need to do enough.'

The context

Most of us want to exercise. But between good intentions and great results sits real life. It’s something that the fitness industry refuses to acknowledge, repeatedly pedalling unrealistic notions of performance and perfection, which is possibly why only 15% of the UK hold a gym membership.

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‘Enough’ speaks to the 85% of people the industry has been ignoring, showing them a new way of thinking about exercise that’s grounded firmly in reality.

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We helped Virgin Active open up to a whole new audience by changing expectations. It’s not about perfection, but persistence. Celebrating the power of ‘Enough’.

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Our campaign for Virgin Active rolled out on TV during the festive period with OOH in the UK, also going live in Australia, South Africa, and SEA.