We were asked to create a brand-building national campaign for Virgin Active. The work needed to showcase the variety of exercise on offer in their clubs and through their digital membership.
When it comes to exercise, we all have our reasons. The idea for the campaign was to champion these unique motivations and give a glimpse of the stories behind them. The ‘Mix’ idea took the many possibilities of a Virgin Active membership, grouped them together and linked it all to a real-life benefit. This stopped exercise from feeling like an abstract, endless endeavour and instead showed off the achievable big benefits of getting active.