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Virgin Active’s New Year Campaign Has Had Enough of Unrealistic Exercise Resolutions

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Created by That Thing, ‘Enough’ focuses on sustainable fitness goals

Virgin Active’s New Year Campaign Has Had Enough of Unrealistic Exercise Resolutions
Virgin Active’s new campaign kicks of 2019 by addressing the reality of exercise and celebrates the struggles and the beauty of simply doing enough.

With only 15% of people in the UK holding a gym membership*, the playful campaign aims to get people to think differently and more honestly about exercise, celebrating the realities of what successful exercise looks like and how good it should make you feel.

The campaign launched in the UK during the Festive period (December 26th), and will be in full swing through January, as it rolls out to Australia, South Africa, and Southeast Asia. Elements include a film seeded through TV on Demand and social media, and an OOH campaign. A redesign of the global website launched in early December 2018.

That Thing created the campaign, led by founders Joe Weir and Mark Williams. It is part of a wider repositioning of the brand that will roll out through 2019.

Anton Brown, chief experience officer at Virgin Active says: “Gyms tend to promise a ‘whole new you’ in their advertising, but they aren’t delivering. Exercise can be hard to fit into your life - between your job, family and trying to have a social life, just doing the recommended amount in a week is an achievement. When ‘Enough’ becomes part of your life, it’s more likely to stay there. We want to share a message that helps people feel good about themselves.”

Joe Weir, co-founder, That Thing says: “‘Enough’ wants to speak to the 85% of people that the fitness industry has been ignoring and show them a new way of thinking about exercise. This campaign is part of a global brand repositioning that we’re really excited to be part of.”

* Source: 2018 State of the UK Fitness Industry
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Media Agency

Media Agency: Vizeum

Post Production / VFX

Post Production Company: The Mill

Colourist: James Bamford

Production Manager: Sam Wood

Production Company

Production Company: That Thing

Director: Mark Williams & Joe Weir

Producer: Hayley Hyland

Production Manager: Henry Janes


Music Company: Resonate Music


Editor: Tupaq Felber

Creative Agency

Creative Agency: That Thing

Creative Director: Joe Weir (Words & Strategy), Mark Williams (Design)

Strategist: Joe Weir

Senior Designer: Dan Sowten

Client Director: Kate Simmons

Account Director: Hayley Hyland

Director of Production: Henry Jackson Janes

Retouching: Henry Janes


Advertiser: Virgin Active

Chief Marketing Officer: Anton Brown

Brand Director: Tim Carter

Genres: People, Action

Categories: Gyms, Sports and Leisure, Tue, 08 Jan 2019 13:55:01 GMT