We helped Virgin Australia launch their new brand platform "Bring On Wonderful", which announced the airline's ambition to make flying uplifting for all.
Bronze Lion, Cannes Lions 2023 • Yellow, Graphite & Wood Pencil, D&AD 2023 • Bronze & Shortlist x 2, Cannes Lions 2023 • Silver x 2 & Bronze x 2, One Show 2023 • Gold, Silver & Bronze x 2, Spikes Asia 2023 • The Work – In Book 2023
To prove this wasn’t just another brand line, we needed a statement brand act that showed real action toward their goal. So we ran at one of the most universally understood eye-rolls of flying - the middle seat - to make it feel uplifting, too.
The Middle Seat Lottery proved every seat on a Virgin Australia flight can be wonderful. By turning every middle seat on every flight into a lottery ticket, middle seat passengers suddenly had a chance to win something wonderful.
What’s more, the middle seat became a new media channel through which to amplify Virgin Australia’s brand ambition to “Bring on Wonderful”.
