2022 – Winter’s Better Together: Stay Active!

As the CD behind the “Hibernation” Winter campaign for Virgin Active, I’m proud of what we achieved. We focused on giving people a reason to come to the club during the colder months, aiming to inspire members to maintain their fitness, even when the weather encouraged staying in.

We crafted a highly motivational and positive tone, emphasising that fitness isn’t just about going “beast mode.” Instead, we focused on maintenance mode, helping members stay active through Quest and Kickstart programs, which provided the tools they needed to keep going.

The campaign’s name, “Hibernation,” cleverly played on the idea of minimal activity and metabolic depression during winter. Our creative concept involved transforming the word “Hibernation” into “Active Nation” through a playful type-based lockup. The “Hiber” part was scratched out and replaced with the handwritten word “Active,” encouraging people to stay active even in the colder months.

This visual transformation captured the essence of our message, motivating our members to remain engaged and enthusiastic about their fitness.

Our campaign’s strapline, “Winter’s Better Together,” highlighted how going to the gym with a partner or as part of a community makes the experience easier and more enjoyable. This focus on community was the main storyline in the TV commercials we produced, further emphasizing Virgin Active’s sense of community and the benefits of working out together.

The campaign was a success, and we expanded it further with variations like “Running Nation,” “Training Nation,” and “Boxing Nation,” tailoring our motivational message to different interests. Through this campaign, we achieved our aim of keeping members inspired and coming back to the club, even during the winter months.

Scope

  • Creative Direction
  • Concept

Team

  • PrettyNeat™

BTS