Virgin Active Design & Branding ANY REASON SEASON by Publicis Mojo Sydney

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ANY REASON SEASON

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Australia
Agency Publicis Mojo Sydney
Executive Creative Director Micah Walker
Art Director David Gibson
Copywriter Nathan Lennon
Illustrator Serge Seidlitz
Released March 2010

Credits & Description

Category: Posters
Advertiser: VIRGIN ACTIVE
Product/Service: VIRGIN ACTIVE GYMS
Agency: PUBLICIS MOJO
Date of First Appearance: Mar 13 2010
Entrant Company: PUBLICIS MOJO, Sydney, AUSTRALIA
Executive Creative Director: Micah Walker (Publicis Mojo Sydney)
Copywriter: Nathan Lennon (Publicis Mojo Sydney)
Art Director: David Gibson (Publicis Mojo Sydney)
Illustrator: Serge Seidlitz
Art Buyer: Alison Dunlop (Publicis Mojo Sydney)
Account Manager: Toby Noble (Publicis Mojo Sydney)
Print Production: Oscar Birken (Publicis Mojo Sydney)
Media placement: Posters - Scooterlites around Sydney - 13/03/10
Media placement: Posters - In house - Virgin Active gyms - 13/03/10
Media placement: Newspaper Press - Manly Daily - 13/03/10

Describe the brief from the client
Encourage everyday Australians to join their local Virgin Active Health Club over the March-May period.

Describe the challenges and key objectives
With the post-Christmas “guilt period” over and the Australian summer still nine months away, encouraging people to join was going to be a challenge, as there was no obvious or immediate motivation to go to the gym.

Describe how you arrived at the final design
We created ‘Any Reason Season’, a three-month period where people were encouraged to think of their own unique reason for joining the gym – no matter how big, small, sane or strange. And we helped get things started by turning a few of our own reasons into personalised print pieces.

Playful typography and a stripped down, graphic style of illustration helped draw out each of our reasons, while infusing some fun and quirkiness into the art direction, ensuring we stayed true to the brand’s friendly and accessible personality.

Give some indication of how successful the outcome was in the market
A 20% increase in new memberships from the previous year’s take in during the same three month period.