Encourage everyday Australians to join their local Virgin Active Health Club over the March-May period.

We created ‘Any Reason Season’, a three-month period where people were encouraged to think of their own unique reason for joining the gym – no matter how big, small, sane or strange. And we helped get things started by turning a few of our own reasons into personalised print pieces.

Playful typography and a stripped down, graphic style of illustration helped draw out each of our reasons, while infusing some fun and quirkiness into the art direction, ensuring we stayed true to the brand’s friendly and accessible personality.

A 20% increase in new memberships from the previous year’s take in during the same three month period.