Virgin Australia Dances Into New Chapter With Feel-Good Campaign From CHEP
A 12-year-old schoolgirl from Melbourne will front Virgin Australia’s new marketing campaign ‘You Can’t Keep A Good Thing Down’, unveiled today.
The campaign by CHE Proximity features Annie Jones, a vibrant young performer and 2020 America’s Got Talent finalist, who’s unable to contain her excitement at finally returning to the airport to go on a family holiday with her mum.
The film, directed by Revolver’s Matt Devine, transforms the airport into a stage, and Annie’s dreamy celebration mirrors the entire country’s growing excitement as safe air travel makes its triumphant return.
Soundtracked by the anthemic ‘What You Need’ by Australian icons INXS, we see her spinning, balancing, twisting and grooving her way back to the Virgin Australia flight she’s been looking forward to for months.
Virgin Australia General Manager Brand & Marketing, Michael Nearhos, said You Can’t Keep a Good Thing Down is all about bringing to life the excitement of flying with Virgin Australia again.
“As state and territory borders safely reopen and more Australians consider traveling, we wanted to show them how they’ll feel to finally enter the airport again to go on that holiday they’ve been dreaming of, to conduct business or to reunite with family and friends, and this campaign certainly captures that,” said Mr Nearhos.
“You Can’t Keep A Good Thing Down has two meanings– it’s not only a nod to Virgin Australia looking to the future but it’s also about giving travelers confidence that after a period of uncertainty, the Virgin Australia they know and love is up there flying again, and here to stay.”
When asked about Annie’s involvement, Nearhos said, “Annie has got this amazing, vibrant, and warm personality and an infectious zest for life which is a really great fit for our brand and we know Australians will fall in love with her just like we did.”
Says Ant White, Chief Creative Officer, CHE Proximity, “It has been an honour to help tell one of the great Australian recovery stories with Virgin Australia and Velocity. ‘You Can’t Keep a Good Thing Down’ is a tribute to the fighting spirit Virgin brands are born with and marks the next chapter of their success here in Australia. We’re thrilled to be going on this journey with them.”
“It was really important for us to remind people of the joys of flying. Annie’s ‘good thing’ dance interprets the happy feeling we all experience just before we board a plane. Thankfully, we’ll all get to enjoy it for real with state and territory borders safely reopening soon.”
The integrated campaign, which was a collaborative effort across Virgin Australia, Velocity Frequent Flyer and CHE Proximity, is the first major marketing activity ahead of the airline’s official sale to Bain Capital on Tuesday November 17.
To celebrate the launch of the campaign, and help people take off even sooner, Virgin Australia is also offering over half a million fares from just $75*, including baggage and seat selection, in their ‘Go You Good Thing’ sale on now until midnight AEDT next Friday 20 November unless sold out prior.
Credits:
Virgin Australia
Michael Nearhos, General Manager Brand & Marketing
Dean Chadwick, Acting Chief Marketing and Loyalty Officer
Rapthi Thanapalasingam, Head of Brand, Consumer & Media
Erina Chapman, Brand Communications and Governance Leader
Alexandra Davey, Brand Marketing Specialist
CHE Proximity
Ant White, Chief Creative Officer
Holly Alexander, Director, Strategic Production
Ashley Wilding, Creative Director
Daniel Davison, Creative Director
Cameron Dowsett, Senior Copywriter
Mark Tallis, Senior Art Director
Fee Millist, Senior Copywriter
Cass Jam, Senior Art Director
Darren Cole, Head of Design
Vanessa Saporito, Senior Designer
Caitlin Perz, Production Assistant
Reece Lawson, Digital Design Lead
David Halter, Chief Strategy Officer
Chris Howatson, Group CEO
Lorraine Gormley, Client Partner
George Robertson, Senior Account Director
Production Company: Revolver
Michael Ritchie, Managing Director/Co-Owner/Producer
Pip Smart, Executive Producer/Partner
Matt Devine, Director
Lachlan Milne, Director of Photography
Neven Connolly & Cass Merwood, Chorerographers
Post Production : ARC Edit
Dan Lee, Editor
Ben Eagleton, Colourist
Daniel Fry, Executive Producer
Sound Post: Sonar Music
Timothy Bridge, Sound Designer
Sophie Haydon, Executive Producer
PHD
Noel Gate – Group Business Director
Erin Hudson – Business Director
Stefan Boden – Group Trading Director
Monique Gilbert – Activations Account Director
Dylan Long – Account Executive
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.