Working with agency partner Iris Worldwide, the 2016 January acquisition campaign for UK and Europe was the first with the agency. My role was in-house Creative Director, working as creative partner with the agency team to develop an effective on-brand campaign that brought back some Virgin attitude, charm and wit.
At a key time of year for gym advertising the brief was to set Virgin Active apart from the crowded new year's resolution market, and position the brand as 'the health club for the life you want to live'. Aimed at young urban party animals who live life to the full, the campaign put a twist on monotonous gym marketing. The campaign ran across VOD, OOH, radio, digital, social media, print and in-club screens.
The spot achieved over 1M video views on YouTube and won a Think Box award for TV advertising creativity.
The OOH campaign ran in prime sites across London including transvision digital screens in major train stations.