Reject prescribed ideas of wellness.
Virgin Active is encouraging Australians to reject prescribed definitions of wellness and turn inward in a campaign via MONTOYA.
"Wellness has become crowded with trends and unrealistic promises,” said Virgin Active Australia head of marketing, Michelle Rolston.
“This campaign is a reminder that feeling better doesn’t come from optimisation or external pressure, but from reconnecting with your body and the people around you.
“Virgin Active exists to create spaces and experiences where that can genuinely happen.”
The campaign includes 15- and 6-second videos running across YouTube and social platforms, supported by a out-of-home campaign featuring static and seven-second digital formats across NSW and Victoria.
“We deliberately borrowed the language of the world we’re pushing back against and turned it inward,” said MONTOYA founder Bob Mackintosh.
“We’re not asking people to change who they are, it’s about stepping out of the noise and reconnecting with what’s already there.”
Credits:
Client: Virgin Active Australia
Creative: MONTOYA
Production: Sam I Am
Media: Connected Media
