Virgin Atlantic · Experiential
Take the campaign off the page.
Virgin already had a provocative brand voice. The opportunity was to make that attitude something people could encounter in the real world.
The assignment
Make a distinctive campaign more dimensional.
The work needed to behave like Virgin—not simply repeat the campaign language in another medium. That meant finding a way for the idea to become an experience.
How the idea lived
The idea started with Virgin’s provocative campaign and turned it into a participatory New York experience.
The creative leap
Don't adapt the ad. Extend the attitude.
The concepts carried the brand's provocative personality into experiential executions, turning a familiar campaign voice into something people could participate in.
Why it belongs here
voice translated without losing its edge.
Ideaexpanded beyond its original format.
Good integrated thinking isn't about matching executions. It's about finding new ways for the same idea to live.
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