VIRGIN ACTIVE AND MOJO SYDNEY WORK OUT
Virgin Active and Publicis Mojo, Sydney have launched a new campaign to announce the arrival of two Virgin Active Health Clubs in Sydney and Melbourne. Mojo was awarded the business after pitch.
Already highly successful in various countries around the world, the Virgin Active venture aims to redefine the Australian health club market, by creating a more inclusive approach to fitness.
The campaign promotes a gym experience more akin to a relationship than a membership, and sets this up through various channels with the optimistic thought, ‘We’re gonna work out’.
The clubs themselves, are built with that certain ‘Virgin-ness” and include more than just the latest technology and equipment; members can also enjoy a big ole pool, chill out zones, kids’ clubs and of course staff, complete with smiles (even the exercise machines have friendly names). The campaign builds with a tone of voice we’ve come to expect from Virgin, with headlines like ‘More Richard than Gym’ ‘Let’s share a banana over cramps’ ‘Let’s get wrinkly’ (for the pool) and the pointed ‘People First’. There’s even a talking Richard keychain, with quotes like, “Meet me in the sauna” and “Can I stand behind you in yoga class?”
Anton Brown, Virgin Active Marketing Manager said, “It’s been great working with Mojo and taking a globally successful Brand and pushing the boundaries to suit the Australian market. It’s helped shape parts of our local offering and most of all we’re having fun doing it.”
Says Micah Walker, Creative Director of Mojo Sydney: “It’s great working with the Virgin Active folks, as they’ve really welcomed us getting involved in all aspects of their project. We’ve been able to develop everything from their internal documents to banana stickers, outdoor, print, ‘excuse’ pamphlets and the like. It’s a genuinely unique brand and lovely bunch of people to work with.”
CLIENT: Virgin Active
AGENCY: Publicis Mojo Australia
Creative Director: Micah Walker
Art Directors: Kirsty Gavin, Ruth Berlotti
Writers: Dean Hunt, Nathan Lennon
Account Management: Nicole Moore, Carolyn Jackson
Traffic: Alison Dunlop
Design/Animation: Dat Doan
Design: Sang-wun Kim
Development: Matt Neville
Lead Development: Drew Walker
Senior Producer: Chris Coward
Digital Creative Direction/Art Direction: Clint Nielsen
17 Comments
How wonderfully old-fashioned.
Words.
Type Here Is Simply Interesting. So Style Has Influenced Text.
I want one of those key-chains!!
Account service also includes Toby Noble. And I believe that a lot of the below the line stuff was done by Kevin Reece and Roy Faulkner
Whoever thought those lines up needs their cock nailing to a sit-up board.
Ballsy to put this mundane work on the blog. Good luck.
Doesn’t have the charm of the typical Virgin lines. (And that’s being nice.)
The lines are pretty bad.
i’m sure the lines were funny while they shared a beer over at the hero of waterloo
I’ve written better puns for Virgin and I don’t half half the experience these guys do.
The first one just doesn’t have any meaning, it’s a pun for puns sake. And the other two don’t excite me that much.
Let’s get wrinkly together kind of works if you were talking about the benefits of a longer life but why the pool?
I’m sorry I won’t pick it apart, too many questions. Nice piece of design.
I have also worked with Virgin, sometimes its more about the general population than very niche advertising folk.
Hey, they are doing it different. Back off flabby bloggers.
What’s a virgin?
Just because it’s different, doesn’t make it good.
I knew a Virgin once.
I’m a virgin. See you at the gym.
Lets see now;
Virgins bend over to get fit.
Virgins like it hot and sweaty.
Bench a Virgin.
Our Saunas are full of Virgins.
Are you a gym Virgin? Don’t sweat, you soon won’t be.
Go for a spin with a Virgin.
Press a Virgin.
Push up with a Virgin.
Sit up with a Virgin.
Virgin juice.
Oh my God, what is there address!!!!
I think most of your puns take it a little too far, and Virgin Juice, well that’s a product of theirs that has been around for years in other countries, part of the Virgin Drinks line.
I really like their puns, I think they are amusing and fun, well done to them, and I look forward to them bringing some competition to the market, well done Virgin, I will soon be one of your customers.