Virgin Active is calling on people to âLeave the cult, Join the clubâ and rebel against the toxicity of the wellness industry in a new global campaign. The edgy and provocative debut work for Virgin Active by Amsterdam-based agency We Are Pi ntroduces a new brand direction that calls out the superficiality and fakeness. It highlights how, in a world of fake wellness and fitness fads, it is difficult for people to cut through the noise of their social media feeds and understand what real advice and real progress looks like for them.
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