The fitness branding world is full of aggressive 'grindset' phrases that can grow exhausting pretty fast, often becoming more mean than motivational. Putting a refreshing spin on this tired trope is Virgin Active, with its powerful new campaign calling out toxic fitness culture.
With its minimalist billboard ads and powerful copy, the brand demonstrates how simple design can have a huge visual impact. Going against the grain to empower its audience, Virgin Active's new campaign is a candid reminder that self-care is a vital part of the health journey.
