Gym and health club operator Virgin Active is kicking off 2017 by unveiling its new logo and first ever global marketing campaign.
The brand has released an international push dubbed 'Go There' which features real life imagery overlaid with fun animations to showcase the benefits of an active lifestyle.
The centerpiece of the campaign (above) is a video set to the thumping sound of an unreleased track from Tanzanian artist Tiggs da Author, and taps into the insight that music is a powerful motivator.
The drive will run across 10 countries and four continents and was created by Iris Worldwide. The accompanying creative assets were designed to celebrate Virgin Active's group exercise classes including cycling and yoga.
David Prideaux, executive creative director at Iris said: "Global campaigns with a unique insight and a great idea are rare in any sector. This campaign has both and will elevate Virgin Active above the pack in all its markets round the world."
The company also launched its new logo which is featured in this campaign with the aim of positions the famous brand more prominently.
'Go There' will be amplified through earned, owned and paid social media, and will appear across Sky Adsmart, broadcast and digital video on demand, cinema, out of home, mobile and social media from today (18 January) onwards.
"At a time of year when there is a lot of focus on short term weight loss or fitness goals – we wanted to focus on what keeps our members motivated all year around," said Clare Gambardella, chief marketing officer at Virgin Active.
Earlier this week, the brand promoted the range of staff expertise it has to offer in a new campaign aimed at highlighting the pivotal role they can play in helping people achieve their goals.