• Language
    • GERMAN
    • FRENCH

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


A Flying Toupee Puts the Joy Back Into Flying in Charming Spot for Virgin Australia

The new brand positioning, ‘Feel good flying’, is designed to create an emotional connection with Australians and cut through a cluttered market

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

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

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