‘We’re f*cking sick of it’: Virgin Active wants you to ‘leave the cult’ in its first international campaign

Health club chain, Virgin Active, aims to demolish the wellness industry’s toxicity in a new campaign launching in Australia and other international territories.

The campaign marks the brand’s first international campaign. Developed by We Are Pi – a creative innovation agency based in Amsterdam that Virgin Active appointed to steer its “global brand positioning, brand identity refresh and campaign earlier this year following a competitive pitch” – it showcases how difficult it is for people to sort through the fakeness and volume of social media, and find credible fitness and wellness advice.

The campaign features a film that embodies the above into an unapologetic, empowering multimedia visual that decries wellness trends such as fad diets and supplements, and the influencers promoting them. After this, it shifts to a montage of people exercising in realistic, healthy ways.

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