Virgin Active Challenges Wellness Trends with New Global Campaign by We Are Pi

Virgin Active’s New Global Campaign Takes a Stand Against Wellness Fads

Virgin Active is shaking up the wellness industry with its bold new global campaign, “Leave the Cult, Join the Club,” created by Amsterdam-based agency We Are Pi. This campaign, set to launch in several countries including Australia, the UK, Italy, Thailand, Singapore, and South Africa, challenges the superficiality and false promises of current wellness trends.

The campaign’s core message is a call to reject the overwhelming and often misleading wellness fads prevalent in social media and marketing. Virgin Active aims to be the antidote to this toxicity by offering genuine, effective fitness solutions and creating a supportive community where real progress can be made.

The campaign’s film opens with scenes of TV commercials promoting quick-fix wellness products, set to a dramatic soundtrack based on “Ode to Joy.” These clips critique toxic wellness trends like miracle supplements, detoxes, fad diets, and the so-called “fakefluencers” who promote them. The film then transitions to promoting Virgin Active’s club environment, emphasizing real, sustainable fitness and wellness experiences, supportive guidance, and a genuine community.

Virgin Active’s Group Creative Director, Gabi Mostert, explains: “We’re confronting toxic wellness head-on with a message that’s both entertaining and thought-provoking. We want to spark a conversation and show people that there’s a better, more authentic way to achieve their wellness goals.”

Launching in September, the campaign will be visible across TV, online platforms, digital out-of-home, and more. It includes a range of content from a long-form hero film to shorter 15- and 6-second clips and still images.

Andy Tomkins, Group Chief Marketing Officer at Virgin Active, adds: “In a world filled with conflicting wellness advice and quick fixes, our new positioning ‘Where Wellness Gets Real’ highlights Virgin Active’s commitment to authenticity and real progress in fitness.”

We Are Pi was selected to revamp Virgin Active’s global brand positioning and identity, following a competitive pitch. The campaign’s innovative approach underscores Virgin Active’s commitment to challenging the status quo and redefining what wellness can truly be.

Credits:

Client: Virgin Active
Agency: We Are Pi
Production company: Spindle
Director: Daniel Liakh
Photographer: Maximilian Hetherington