British airline Virgin Atlantic has launched an eye-catching out-of-home activation at London’s iconic Piccadilly Lights as part of its vibrant 'Be a Rainbow' campaign, which debuted last week. Created by the London-based creative agency Lucky Generals, the activation is designed to reflect the airline’s “fearless spirit and positive energy.”
The striking visual features a woman dressed in “classic Virgin Atlantic red,” diving headfirst into a sea of clouds. Her body is shaped to mimic the silhouette of a plane, symbolizing the airline’s dynamic approach to air travel. This bold imagery aims to capture the excitement and energy that Virgin Atlantic strives to instill in its passengers.
This new activation marks the beginning of a long-term out-of-home strategy for Virgin Atlantic. The company aims to reinforce its brand identity, showcasing its dynamism and ability to connect meaningfully with travelers in unforgettable ways.
Annabelle Cordelli, Virgin Atlantic's Senior VP of Global Marketing, shared her excitement about the campaign: “Our ‘Be a Rainbow’ campaign took to the skies last week, designed to capture the distinctive energy our customers feel when they fly with Virgin Atlantic. Our Out of Home activation invites our customers to dive into life, and to see it up in lights at Piccadilly Circus is amazing—there is no better location to showcase this iconic image."
The activation follows the launch of the airline’s first major TV ad in three years, marking a significant milestone for the brand. The ad celebrates the diversity of Virgin Atlantic's staff and customers, emphasizing inclusivity and the vibrant community the airline fosters.
Joe Stamp and Tom Prendergast, Creative Directors at Lucky Generals, remarked, “With Virgin Atlantic, when you land, you’re flying. Here, we’re seeing the brand and customer unite in one fleeting, iconic moment.”
As Virgin Atlantic continues to push creative boundaries, this out-of-home activation at Piccadilly Circus is a powerful reminder of the brand’s bold, dynamic, and inclusive spirit, resonating with travelers and passersby alike.
