Yoga at Virgin Active was the major global product launch for 2017. A new yoga offering was developed with accessible and easily defined classes, beginner courses and workshops, and a more inclusive attitude. The launch campaign featured international yoga celebrity Patrick Beach who presented a series of branded content videos which ran across social media.
The target consumers were those who hadn't practised yoga, were perhaps intimidated by the yoga world or not aware of it's credible fitness benefits. The campaign injected some Virgin Active attitude and personality, avoiding yoga cliches using a deliberately bold and colourful logo and colour palette, straight talking tone of voice and featured a cast with a variety of ages and body shapes.
The launch campaign ran in the UK, Europe, South Africa and Australia and included key visuals, conceptual launch videos and a series of branded video content for in-club, website and social.
International Yoga celebrity Patrick Beach partnered with Virgin Active as yoga ambassador, deivsing a beginners course and featuring in the launch spot and presenting a series of branded video content.
Full design guidelines cover the use of the campaign assets for design teams in each territory.