Virgin Atlantic is “Flying in the Face of Ordinary” this January with the launch of its new global brand proposition. THe campaign brings to life Virgin Atlantic’s innovative and pioneering spirit, capturing the airline’s passion for flight and demonstrating how Virgin Atlantic goes beyond the norm to deliver unforgettable experiences for its passengers.
The campaign begins with a faux movie trailer, paying tribute to the airline’s staff ina superhero style. We see the staff as children, in possession of special gifts and extraordinary talents, including intuition, rapid reflexes, creative problem solving, heightened empathy and an ultimate passion for flying. These remarkable abilities draw them to join Virgin Atlantic where they can fulfil their potential and become the finest cabin crew, ground staff, designers and pilots resulting in the superior customer experience Virgin Atlantic delivers. Click on the image below to play the video in YouTube (HD)
A heightened reality sets the scene across the marketing campaign with Print and Out of Home showcasing Virgin Atlantic’s iconic cabin crew presenting individual cabin experiences with collaged product photography.
A content hub on www.virginatlantic.com continues the “Flying in the Face of the Ordinary” message and features content on Virgin Atlantic’s people, destinations and product as well as details on the real-life Virgin Atlantic staff who inspired the TV ad.
The Flying in the Face of Ordinary campaign was developed at RKCR/Y&R, London, by executive creative director Mark Roalfe, creative partners Pip Bishop and Chris Hodgkiss, business director Vicky Jacobs, producer Jody Allison, production assistant Flo Clive, music producer Dan Neale, working with Virgin marketing team Simon Lloyd, Breda Bubear and Hamish Rickman.
Editor was Bill Smedley at Work Post.
Post production was done at Moving Picture Company by Lead VFX Supervisor Rob Walker, lead 3D supervisor Jim Radford, producer Julie Evans.
Sound was produced at Wave Studios by sound engineer Aaron Reynolds and composer Guy Farley.
The print campaign was developed at RKCR/Y&R by creative team Steve Williams and Adrian Lim, agency producers Thea Hatfield and Ali Power, photographer Tim Bret Day, retoucher Lee Stuart and typographer Jason Hyde.
Manning Gottlieb OMD is the media agency.