Virgin Airlines Australia Virgin Australia needed more than a relaunch—it needed a revival. As the strategic lead, I helped shape a comeback that was bold, optimistic, and unmistakably Virgin. With a renewed focus on fun, value, and customer experience, the campaign reminded Australians why flying should feel exciting again. More than just an airline returning to service, this was a brand reintroducing itself to a nation ready to take off
The creative challenge was to find a way to bring to life the shared moment of joy in an epic performance, so casting young Annie Jones, an Australian who shot to global viral stardom on America’s got Talent, made perfect sense at the time.
Annie reflects the mood of the nation - a bombastic, energy fuelled (though perhaps not entirely expert) performance of danc in the very terminals and departure lounges that had laid dormant for the past year. Welcome back Annie, welcome back Australia.
