Virgin Active Fights Toxic Wellness with Billboards

A Campaign Against Wellness Washing

The new global positioning of Virgin Active revolves around the slogan: “Leave the Cult, Join the Club.” Created by We Are Pi, the campaign aims to transform the corrupted wellness landscape, calling out the phenomenon of wellness washing, where products and services fail to deliver on their promises. This campaign is a prime example of how outdoor advertising, including billboards and DOOH, can be used to highlight important causes and change social perceptions.

The Power of DOOH and Global Reach

The campaign doesn’t limit itself to TV or social media but expands across digital platforms, video-on-demand, and outdoor advertising in key markets like the UK, Italy, South Africa, Thailand, Singapore, and Australia. The strategic use of DOOH and outdoor advertising allows the Virgin Active brand to reach global audiences with a clear message: real wellness doesn’t have shortcuts or magic solutions.

Taking Aim at Influencer Culture

One of the most striking aspects of the ad is its criticism of "fakefluencers" who promote quick-fix solutions like miracle diets and questionable supplements. With well-directed satire, Virgin Active invites consumers to reject this toxicity and adopt a healthier approach to exercise. As Gabi Mostert, Creative Director at Virgin Active, puts it: “We’re f*cking sick of it too. Come to one of our clubs, have a smoothie, move your body, lie in the sauna, and forget the noise.”

A Successful Example of Outdoor Advertising

The combination of billboards and digital DOOH reinforces Virgin Active’s global message: “Where Wellness Gets Real.” This strategy not only parodies the toxic side of the wellness industry but also offers a solid, genuine alternative. Outdoor advertising, like billboards and DOOH, plays a crucial role in connecting with consumers at the right time, inviting them to join a real and authentic community.

The Relevance of Outdoor Advertising

Campaigns like this demonstrate the power of Outdoor advertising companies and how outdoor advertising, especially using billboards, can address cultural issues and shift public narratives. If you're looking for the best strategies for your brand or need to find a nearby company for this type of advertising, search for advertising companies near me to see how outdoor advertising can help you deliver a message with impact.

In conclusion, Virgin Active’s campaign shows how a brand can use public dissatisfaction with toxic wellness culture as creative fuel, while leveraging outdoor advertising to amplify its message on a global scale.