We’ve been whipping front row wannabes into shape for London Fashion Week with Virgin Active
11th March 2016

We’ve been whipping front row wannabes into shape for London Fashion Week with Virgin Active

To get Virgin Active’s new #MyWorkoutFor … campaign into national news media we enlisted the help of FROW regular Laura Whitmore to prove that we have a workout for just about everything.

Based on a desire to get those who “train to live, rather than live to train” into clubs, the platform heroes the occasions Virgin Active trainers get people ready for, rather than work outs for the sake of working out.

So it was that we took Laura into one of the clubs for a behind-the-scenes look at exactly how much prep goes into getting “front row-ready” – from mastering the treadmill in Louboutins to training thumbs for the fastest Instagram reactions to the fine art of applying make-up on the move.

We created a short film with Laura, pairing it with her top tips for surviving London Fashion Week and a genuine workout from one of Virgin Active’s Personal Trainers.

And of course, we landed some great national news pieces and created lots of social buzz (a love in from Caroline Flack and Foxes ensued after Laura posted the vid on Instagram). Coverage included Daily MirrorMetro, The Sun, DailyStar and four pieces on MailOnline.

Altogether a bit of a result!

This year, we had the honour of working with The Macallan on their new collaboration with Stella and Mary McCartney
The Makers Mark team has been working with Phoebe English to bring the brand's sustainability story to life in culture
Just in time for LFW the team helped Airbnb launch a night hosted by fash-pack favourites House of Sunny
The Depop team just created the brand's first Night Market to bring its top sellers together for the public

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