Australia – Health and fitness brand Virgin Active Australia, in collaboration with creative agency MONTOYA, launched a new campaign encouraging Australians to step away from technology-driven and prescriptive ideas of wellness, promoting a more human approach to health and wellbeing.
The campaign positions Virgin Active against an increasingly crowded wellness landscape, dominated by constant optimisation, comparison and unrealistic promises. It encourages people to reconnect with their bodies and communities as an antidote to digital overload.
Michelle Rolston, head of marketing at Virgin Active Australia said, “Wellness has become crowded with trends and unrealistic promises. 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.”
Headlines such as “Log into yourself”, “Control the only system that matters”, and “Unsubscribe from expectation” repurposes expressions used for technology to encourage the audience to rediscover themselves by focusing inward.
MONTOYA founder Bob Mackintosh noted that the messaging was deliberately designed to reject an artificial approach to wellness. “We borrowed the language of the world we’re pushing back against and turned it inward,” he said. “It’s about stepping out of the noise and reconnecting with what’s already there.”
The campaign includes videos posted to YouTube and on other social platforms, supported by a targeted out-of-home rollout across New South Wales and Victoria.
