Flying in the Face of Ordinary
RKCR/Y&R / Virgin Atlantic
2013
In a world where people increasingly see long haul travel as a chore, Virgin Atlantic wanted to remind people just how amazing flying is - and that with the right airline, every time you fly can be as amazing as your first.
Our response was a new global positioning for the brand: “Flying in the Face of Ordinary”, that brings to life Virgin Atlantic’s innovative and pioneering spirit whilst demonstrating that special spark that makes the people, and the experience you get with Virgin Atlantic.
The campaign film achieved 107,000 organic views in the first 24hours on Youtube, 340,000 organic views before it had even officially launched. Crucially, Virgin Atlantic also saw a sales increase of 4.2% versus the same campaign period the previous year.
Photography & collage: Tim Bret Day