Making Belonging Joyful: Inclusive representation in advertising to grow brands

Annabelle Cordelli, Senior Vice President of Brand & Marketing, Virgin Atlantic:

People have always been at the heart of Virgin Atlantic and important to the success of the brand. Our people are our differentiator, so it made sense to start by championing them and their individuality, and then applying this spirit to everything we do.

Alice McGinn, Strategy Director, Lucky Generals:

Unlike other airlines, Virgin Atlantic staff aren’t required to follow a script, but are instead encouraged to be themselves, offering customers a more personal touch. It is this quality of individuality that Virgin Atlantic’s people and customers share, that we set out to capture.

Nicola Kemp, Editorial Director, Creativebrief:

In many ways this campaign is part of a watershed for radical inclusivity in marketing. The sheer creative joy of authentic portrayal comes alive on screen in this campaign. Through working with the Diversity Standards Collective, Virgin Atlantic and Lucky Generals successfully translated the lived experiences of their employees on screen. A depth of understanding which has not just informed this work, but has been a driver for positive change within the business.