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Tired yes, but of the usual gurus and false myths that crowd the story of gyms.
With Virgin Active, we have embarked on a new journey into the fitness world. A journey away from ready-made paths, from revolutionary shortcuts and, above all, away from miraculous solutions and gurus who promise easy results.
A path that has led to video production for digital content that, thanks to the new concept of the global repositioning of Virgin Active, accompany the brand in its mission: to put people back at the center of training, showing them in their authenticity.
Physical well-being does not come thanks to secret methods for a Perfect six pack Or to the Magical Drinkers fat-burners. It stems from the constant commitment, from training, from the effort of ordinary people who do their best to feel good about themselves. This is the concept that guided Virgin Active's new positioning and that we have fully embraced.
We took care of declining the new global positioning, in a digital video campaign, with six videos, each dedicated to a different workout, which enhances the determination and joy of training in the Virgin Club.
Each content has as its protagonist an ordinary person, not an athlete, who experiences training like all of us: between joy, satisfaction, but also mistakes, fatigue and restarts. Taking care of your well-being is a journey made of commitment and perseverance and the videos reflect this reality, eliminating the usual patination that accompanies this type of story.
The campaign was launched by Virgin Active in September, the month of restarts par excellence, that of diets, promises and new beginnings. Let's hope that from now on it can also be that of goodbyes: to false myths, to gurus and to the perfect fake physicists.
