Cannes Lions

I Am What I Am

LUCKY GENERALS, London / VIRGIN / 2023

Film
1 of 0 items

Overview

Entries

Credits

Overview

Background

As Virgin Atlantic emerged from the global pandemic it was clear that whilst the business had survived, the brand was not unscathed. Seen as less distinctive and desirable than its competitors, it was struggling to cut through to a broad customer base. To appeal at scale, research identified that Virgin Atlantic needed to demonstrate it was a purposeful brand which offered personalised experiences. Our brief was to create a brand platform built upon purpose, that would inspire comms that drove increased consideration and bookings of Virgin Atlantic.

Execution

To launch their new brand platform ‘See the world differently’ in April 2022, Virgin Atlantic created a dazzling broadcast campaign championing ‘The rich individuality of it's crew and customers’. Born of the insight that Virgin Atlantic crew offer a more personal touch when they fly, the film tells the story of a group of customers and crew who ‘do their own thing’. It was set to a fresh take of Gloria Gaynor’s “I am what I am”, reimagined by jazz soul artist Lady Blackbird. We see an empowered group of people travelling through the airport and onto the plane, capturing the small details which allow the individuality of a diverse range of characters to shine. The result was a film that was simultaneously purposeful, playful and premium.

Outcome

‘See the world differently’ was a standout campaign of 2022 which drove powerful commercial results, specifically a 15% increase in communications awareness and a 14% increase in brand consideration. The campaign drove an increase in key brand image statements, including a 6 percentage point increase in perceptions of Virgin Atlantic being an ‘inclusive’ airline. A 4 percentage point increase in Virgin Atlantic being seen as an airline for ‘someone like me’ and a 5 percentage point increase in associations of being an airline with a ‘purpose’.

There is also evidence that the campaign drove a 24% increase vs 2019 in unique visitors to virginatlantic.com. And a 16% increase in bookings vs 2019.

Similar Campaigns

12 items

Shortlisted Cannes Lions
Secure Your Account - "It Wasn't Me"

LEO BURNETT DUBAI, Dubai

Secure Your Account - "It Wasn't Me"

2020, EMIRATES

(opens in a new tab)