Virgin Active

Challenge

Launch a new group training concept for Virgin Active and get a crowd who usually avoid classes to give it a go.

Insight

For this crowd, a workout is only successful if it hurts. They don’t want “wellness”, they want to be tested.

Creative

“Failure is an Option.” We flipped the motivational cliché to speak their language. A gritty, industrial campaign positioned Iron Zuu as a workout where reaching your limit wasn’t something to avoid, it was the whole point.

Results

Iron Zuu successfully brought group training to an audience who would usually steer clear of it. It was rolled out across Virgin Active’s global estate and remains a permanent fixture on gym timetables worldwide.

Role

Concept, Pitch, Art Direction