‘We’re f*cking sick of it’: Virgin Active wants you to ‘leave the cult’ in its first international campaign

September 17, 2024 9:11

Health club chain, Virgin Active, aims to demolish the wellness industry’s toxicity in a new campaign launching in Australia and other international territories.

The campaign marks the brand’s first international campaign. Developed by We Are Pi – a creative innovation agency based in Amsterdam that Virgin Active appointed to steer its “global brand positioning, brand identity refresh and campaign earlier this year following a competitive pitch” – it showcases how difficult it is for people to sort through the fakeness and volume of social media, and find credible fitness and wellness advice.

The campaign features a film that embodies the above into an unapologetic, empowering multimedia visual that decries wellness trends such as fad diets and supplements, and the influencers promoting them. After this, it shifts to a montage of people exercising in realistic, healthy ways.

“Leave the cult. Join the club,” the film boldly declares in striking red font.

Apart from its longer hero film, the platform supports stills, 30-second, 15-second and 6-second films.

“Beyond the film, we’re taking our message to the streets through punchy copy and visuals,” explained Virgin Active’s group creative director, Gabi Mostert.

“Squaring up to toxic wellness in an entertaining way that’s designed to spark conversation and public scrutiny. Our message is simple.

“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.”

The company’s group chief marketing officer, Andy Tomkins, added: “We know that people are increasingly overwhelmed by the sheer volume of conflicting opinions and can be seduced by the promise of a quick fix that can do more harm than good.

“Our new global positioning “Where Wellness Gets Real” establishes Virgin Active as the antidote to the fakery that’s plaguing the wellness industry and reflects the culture we’ve created where people can bring their real selves, make real progress in a healthy way that’s unique to them.

“‘Leave the Cult, Join the Club’ parodies the toxic underbelly of the wellness industry and most importantly shows people there’s a better way!”

According to We Are Pi’s chief executive officer, Alex Bennett Grant, the platform is a piece of a work the wellness industry needs.

As Grant put it: “Leave The Cult Join The Club is the point of view the wellness industry needs, from an iconic brand that, at its best, is the cheeky cultural provocateur we all want in our lives.”

‘Leave the cult. Join the club’ enters the market in September and will play on out of home (OOH), digital OOH, video on demand, TV and online channels in Australia, the United Kingdom, South Africa, Singapore, Thailand and Italy.

The campaign is expected to be extended in January 2025.

Credits:

Client: Virgin Active

Agency: We Are Pi

Production company: Spindle

Director: Daniel Liakh

Photographer: Maximilian Hetherington