Always Discovering
Discovery was the new communications focus for Virgin Active acquisitions in 2015. Tapping into what makes Virgin Active special and the needs of a ‘step-up’ looking for a gym with a difference. Virgin Active consistently push the boundaries of what they can offer in their gyms. They’ve made a commitment to innovate and introduce a new product every three months.
I worked closely with Virgin Active and their partnering agencies to ensure the idea of Discovery ran through the entire customer experience. As the lead creative, I worked closely with photographer Mads Perch on the overall look and feel of the campaign, as well as leading an all agency workshop to generate activation ideas that would engage potential new joiners beyond the traditional advert campaign channels.
Campaign idea x Art-Direction x OOH Advertising x Social media campaign x Radio campaign
Virgin Active / Always Discovering
©Wolff Olins
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Various workThe journey so far
Stephen McGilvray
Creative Director & Designer