SQUAD FOR THAT
Anyone who's ever thought about joining a gym knows how intimidating it can seem. But despite their famous name and slick appearance, Virgin Active sports clubs don’t require you to have one of those intimidating, ultra-sculpted physiques.
Client
Virgin Active
Role
Concept, art direction
Type
Campaign
If we were going to shift perceptions, we needed to show prospects the real Virgin Active, without making them come into the gym.
So we used real Virgin Active staff from around the UK to show people that from the front door to the gym floor, there’s always an everyday hero ready to turn you into the same - preparing you for whatever real life throws your way. Because for most of us, smashing it at actual life is the real goal.
By featuring real Virgin Active staff from every part of the business, customers got a 'face-to-face' with their local guides, ready and able to help them achieve any goal. By breaking through the usual gym clichés, we showed customers that Virgin Active was a place where everyone, and every fitness goal, was welcome.
