Much more than a membership
How Everyone Active's first national TV campaign turned a simple idea, that leisure gives you much more than you expect, into a platform built to last.
Client
Everyone Active
Campaign
Much More
Leisure brands tend to talk about what they have: pools, gyms, classes, facilities. Everyone Active wanted to talk about what people get. Before a single frame was shot, the challenge was to find an idea big enough to carry that shift across an entire national organisation, and simple enough to say in a single line.
Beyond Facilities
Everyone Active needed a way to change how people think about leisure — not as a matter of facilities or memberships, but around what being active actually gives people: confidence, connection, wellbeing, new experiences, and the feeling of being capable of more.
One Idea, Built to Stretch
Rather than building a single campaign, Wraith developed Much More as a platform — a flexible central idea capable of working across audiences, services and channels. Its lead expression, Much More Than You Expect, was designed to challenge perceptions of what a modern leisure organisation can offer, while leaving room for individual services and local teams to make it their own.
A National Campaign, From the Ground Up
Wraith took the platform from initial concept through to a fully integrated national campaign — Everyone Active's first national TV advertising campaign. The first major executions, Much More Than a Swim Lesson and Much More Than a Gym Membership, used recognisable human stories to show that the value of leisure extends far beyond the activity itself. Beyond film, Wraith created the wider campaign assets, social and digital content, and dedicated campaign experience pages that continue the story after the advertising ends.
Strategy Through Measurement
Wraith's role spanned the full campaign lifecycle — strategy, creative development, production, digital experience, delivery and measurement. That included building the infrastructure behind the campaign: connecting tracking across the customer journey and creating a bespoke reporting dashboard so performance could be understood and optimised as the campaign rolled out.
A Platform, Not a Moment
Much More gives Everyone Active one central idea now stretching across TV, digital, social, PR and more than 250 leisure facilities — designed as a long-term platform rather than a single execution. For Wraith, it stands as a model of end-to-end campaign responsibility, from first concept through to live measurement.
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