LEAVE THE CULT, JOIN THE CLUB

Agency: WE ARE PI
Client: VIRGIN ACTIVE

The wellness industry preaches health and wellbeing, but scratch the surface and you find it’s full of scam artists, quick fixes and so-called miracle cures that are making people sick.

In this fake wellness landscape it’s almost impossible for people to cut through the noise and lies of their social media feeds and understand what really being ‘well’ looks like for them. We positioned Virgin Active as the antidote to this fakery plaguing the wellness industry, and we set out to expose wellness for what it is—a cult. Our campaign was a wakeup call to Leave the Cult and Join the Club. A rallying cry to join Virgin Active, and discover real advice and real progress. An invite to join a welcoming community, not a cult.