18 Oct Virgin Active: Retro Aerobics full campaign
I think this is amazing, firstly because Virgin Active is now offering Retro Aerobics exercise classes (wow) and secondly because their in house creative team managed to get permission from Harry Langdon, photographer to the stars, to use this photograph he took of aerobics legend Jane Fonda as part of the campaign.
The photo was taken in the 80s to be part of a book launch to go with Jane Fonda’s famous workout video.
The Retro Aerobics commercial features a series of characters ‘getting ready’ for Retro Aerobics. Each character also has an individual clip which you can vote for online, HERE! The most ‘liked’ clip will be screened on TV.
Before the tv, print, press and billboards, the Virgin Active team had already started hinting about the Retro Aerobics classes through a teaser campaign. The campaign aimed to get people talking about leg warmers – that nostalgic icon of the original aerobics craze. They used leg warmer yarn bombing around Cape Town to do this, getting especially tactical for Heritage Day and before SA played their first RWC match:
Tags on the yarn bombings directed people to a Leg Warmer Love page on facebook hosted by Virgin Active:
Executive Creative Director – Richard Lamb-Hughes
Creative Director – Nick Clarivette
Art Director – Daniel Orme (with Hylton Revell)
Copywriter – Jeanine Gomes
Production Company: Velocity Films
Director – Annelize Bosch
Producer – Kerry Rose
Yarn bomb knitting hand done by Isabeau Joubert.