Iron Zuu was a highly targeted product launch for Virgin Active UK produced by the in-house creative team. Aimed at alpha male and female weightlifters who aren't interested in traditional group classes and primarily use the weights area, the launch campaign and visual identity used bold imagery and copy to give the product real stand from other classes at Virgin Active, and showcase the grit and toughness of this challenging class.
The integrated campaign included a bold and stylised launch video and set of photography that ran across the website, social media, print and in-club digital screens.
