SYDNEY, AUSTRALIA – In a world of constant optimisation, comparison and algorithmic pressure, Virgin Active’s latest campaign encourages Australians to reject prescribed definitions of wellness and turn inward, reconnecting with their bodies, minds and each other.
Developed by independent creative agency MONTOYA, the campaign launches as Australians reset their fitness goals for the year, reinforcing Virgin Active’s mission to keep wellness real in a category crowded with noise.
While technology and AI promise connection and improvement, the campaign highlights how they can also amplify pressure and disconnection. Virgin Active reframes wellbeing as something that can’t be filtered, automated or outsourced, championing a more human approach built through sweat, breath, energy and shared experience.
Featured headlines across the campaign borrow the language of technology and flip it inward, with lines including ‘Log into yourself’, ‘Control the only system that matters’ and ‘Unsubscribe from expectation’, reminding people that the spark and sense of self lost to modern life can be rediscovered.
Watch Unsubscribe.
Watch System.
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.”
MONTOYA founder Bob Mackintosh added “We deliberately borrowed the language of the world we’re pushing back against and turned it inward. We’re not asking people to change who they are, it’s about stepping out of the noise and reconnecting with what’s already there.”
The campaign includes 15- and 6-second videos running across YouTube and social platforms, supported by a targeted out-of-home campaign featuring static and seven-second digital formats across NSW and Victoria.
Credits:
Client: Virgin Active Australia
Creative: MONTOYA
Production: Sam I Am
Media: Connected Media
