A Flying Toupee Puts the Joy Back Into Flying in Charming Spot for Virgin Australia
Virgin Australia is putting the joy back into flying with a charming brand campaign via DDB Sydney, that centres on a very unlikely character.
The campaign delivers the feeling of flying with Virgin Australia launched with the film: ‘Up, Up and Toupee’.
Virgin Australia undertook extensive research on drivers for airline travel within Australia, which informed the development of the campaign. This research revealed the airline needed to re-emphasise the famous Virgin personality and the overall customer experience.
As a result, DDB Sydney and Virgin Australia worked together to determine how best to communicate this customer experience and Virgin personality through the new brand positioning.
Set to Jo Cocker and Jennifer Warnes’ iconic tune ‘Up Where We Belong’, the ad follows Wiggy, the unconventional lead character, as he rediscovers how amazing flying is, and the joy of seeing the big, wide world on his way to the family’s holiday destination.
Brought to life by Revolver/Will O’Rourke’s Gary Freedman and Moving Picture Company, it’s a journey of ease and effortlessness, and most importantly, fun.
Virgin Australia general manager, brand and marketing, Michael Nearhos, says it is a natural fit for the Virgin brand to reach people on an emotional level: “We know our Virgin personality is so widely loved, and we are so proud to hero this through our new brand campaign. Our focus from a customer experience perspective is always on how our famous service and product make people feel, and it’s really important to us to emphasise this in our new brand positioning.”
Says Tara Ford, chief creative officer, DDB Sydney: “In a complicated world, it’s been an absolute pleasure to create something that’s so unique, simple and joyful. Fun but with an edge of cheekiness and irreverence – which is perfect for recapturing and igniting the Virgin Australia brand.”
The integrated TV campaign will be supported by digital, print, out of home, and cinema.
Featured Companies: Revolver/Will O'Rourke
Client: Virgin Australia
Chief Experience Officer: Danielle Keighery
General Manager Brand & Marketing: Michael Nearhos
Head of Consumer & Partner Marketing: Rapthi Thanapalasingam
Brand & Retail Marketing Leader: Erina Chapman
Brand Marketing Specialist: Alex Davey
Creative Agency: DDB Sydney
Chief Creative Officer: Ben Welsh
Chief Creative Officer: Tara Ford
Creative Partner: David Jackson
Creative Lead: Jeremy Hogg
Creative Lead: Richard Shaw
Managing Partner: Kate Sheppard
Senior Business Director: Claire Hynes
Business Manager: Ciara Moloney
Lead Senior Producer: Tash Johnson
Managing Director, Strategy & Innovation: Leif Stromnes
Planning Partner: Caroline Ghatt
Planning Director: Joseph Smeaton
Senior Planner: James Davis
Project Director: Casey Machen
Project Manager: Kelly Barnaby
Senior Print Producer: Cushla Morton
Production Company: Revolver / Will O’Rourke
Director: Gary Freedman
Managing Director: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alex Kember
Edit Facility: Arc
Editor: Peter Sciberras
Post Production: Moving Picture Company, UK
VFX Post Producer: Philip Whalley
Sound: Song Zu
Sound Engineer: Abigail Sie / Simon Kain
Music Supervision: Level Two Music
Music Supervisor: Karl Richter
Casting: Peta Einberg / Ben Parkinson Casting
Production Company: Photoplay
Photographer: Michael Corridore
Executive Producer: Alison Lydiard
Category: Airlines , Travel
Genre: Comedy , Scenic , Storytelling , Visual VFX