Thinkboxes September/October 2010 Winner: Virgin Atlantic’s 'Feeling Good' by RKCR/Y&R
Virgin Atlantic had a tough task in following up its acclaimed 2009 Still red hot campaign celebrating 25 years of the brand. However, the airline has struck gold again with its first global TV push.
The £6m TV campaign sought to strengthen Virgin Atlantic's recovery from recession and reinforce the airline's 'it' factor.
Featuring the strapline Your airline's either got it or it hasn't, the campaign takes the viewer on a metaphorical flight with Virgin Atlantic – guiding them through a surreal and glamorous world of airline imagery and dramatising how it feels to fly with the airline.
As with Still red hot, Virgin Atlantic's cabin crew feature in the advertising, highlighting their uniquely engaging service style and bringing a sense of humour to the campaign; both qualities inherent to the airline's brand.
Thinkbox Creative Academy member, Karl Gregory, also the Managing Director of Match.com, said: 'I love this vibrant campaign, which showcases the airline's staff as iconic heroes and heroines of the Virgin Atlantic service.'
We wanted to show off some elements of our world-beating products and outstanding customer service in a highly memorable, eye-catching and amusing way.
Paul Dickinson Director of Sales and Marketing, Virgin Atlantic
Client Breda Bubear, Virgin Atlantic; Ad agency RKCR/Y&R; Creative team Pip Bishop, Chris Hodgkiss; Production: Traktor; Director: Ole & Pontis @ Traktor
Other ads on the podium
Yeo Valley - Live in harmony (2nd)
- Creative agency Bartle Bogle Hegarty;
- Creative team Simon Pearse, Emmanuel Saint M’Leux, Rosie Arnold;
- Clients Adrian Carne, Ben Cull, Alison Sudbury;
- Production company Flynn;
- Director Julien Lutz
Ikea - Wembley cats (3rd)
- Creative agency Mother;
- Creative team Mother;
- Client Anna Crona;
- Production company Stink;
- Director Adam Berg
Cadbury's Chocolate Fingers - World party
- Creative agency Adam & Eve
- Creative team Ben Tollett, Emer Stamp
- Clients Simon King, Steve Jones
- Production company Blinkink;
- Director Simon Willows
Heinz Tomato Soup – Whistles
- Creative agency Abbott Mead Vickers BBDO
- Creative team Matt Welch, Simon Welch
- Client Jennie Chubb
- Production company Rattling Stick
- Director Andy McLeod
A view from a Thinkbox Academy member on this month's picks
Swagger. It’s in short supply at the moment. But here are five spots that exude the confidence of brands who’ve got some.
Nick Darren Executive Creative Director, Albion