D Q Chong Portfolio - Virgin Active Red Campaign

The Product - Virgin Active launched their brand first streamlined gym, Virgin Active RED, in Brackenfell in Cape Town, South Africa. Created to bring a truly Virgin Active fitness experience to the whole country, irrespective of if you’ve never step foot inside a gym before, pressed for time, a seasoned trainer or on a tight budget.

Virgin Active RED is Gym Made Easy because it’s gym by numbers. Quick and simple to understand right from your very first time, now training is as easy as one, two, three just by following the numbers on each club’s Hello wall. Not only will the Hello wall show you where everything is but it also has free, goal-based workout plans. Each gym also has touchscreen how-to videos in various zones so you know exactly what to do when you get there.

DESIGN THINKING + PRODUCT IDENTITY

The Brief - Virgin Active RED was bringing their innovative new concept to Jabulani and the old creative needed a refresh to talk to a different audience. We were tasked to create a 360 campaign that informed and educated the new Virgin Active RED market - 28 year old first-timers, seasoned-timers or short-of-timers - about the brand’s USPs:

Gym made easy

- Premium gym equipment

- Free Internet and Wi-Fi

- Awesome music and live DJs

- Price

The Solution - We used the brand refresh as an opportunity to inject a new look and feel that paid homage to the original design while appealing to an ekasi set of eyes. Think more bling, more people, more movement, more energy, more vibe. Virgin Active RED’s iconography is an integral part of the club’s design and we incorporated all of these elements in a lifestyle shoot that screams “Jabulani”, after all it’s the Zulu word for “rejoice”.

We applied the new look and feel with our messaging that worked hard, while still being lighthearted, to educate the new market about what Virgin Active RED is and what makes it just so damned cool.

ART DIRECTION AND DESIGN