Virgin Plus has a new look and feel in Canada by Zulu Alpha Kilo. It’s fun and charming and decidedly different in a crowded category. It features the comedic talent of Brooklyn Nine-Nine’s Andre Braugher; Quebec comedian, Antoine Vézina; radio host and influencer, Patrick Chen aka ‘Tarzan’, and a magnetic zaniness.
The campaign, that is featured in five different languages, English, French, Simplified Chinese, Traditional Chinese and Hinglish, aims to encourage new members across Canada, while reinforcing Virgin Plus’ advantages.
“We knew it was the way to go because of how clearly the creative concept highlights our affordable unlimited nationwide 5G offering,” stated Virgin Plus head of brand, Devorah Lithwick. “Not only is it a great platform with the right tone for the brand to move forward with, but it also broadens the appeal of Virgin Plus to all Canadians.”
The platform launched with two TV-online videos and a long-form version that introduces the brand’s new positioning, while also announcing an unlimited nationwide data offer and 5G network capabilities. “The brief was to make the offer the hero and it truly is,” Lithwick added. “Each scenario is constructed around an ‘obviously’ synonym that sets up each scene and character, to bring each to life in surprising ways.”
The launch of the platform coincides with a complete redesign of the brand and features OOH, transit takeovers, radio, retail, digital display and a social OLV campaign with multiple 15- and 06-second spots. The new design system moves away from the youthful exclusivity of the past platform, offering a friendlier and more inclusive aesthetic.
“We wanted something that was clean and bold with enough flexibility to stand out in the telco space,” explained Stephanie Yung, ZAK chief design officer. “The new system strikes a balance between approachability and authenticity to the Virgin Plus brand.”
ZAK also worked with agency partner, LG2, to develop the French versions, and Dyversity to complete the Simplified Chinese, Traditional Chinese and Hinglish versions. The creative is running throughout Canada and has already stretched to the brand’s Back to School and Always On campaigns.
Credits
Client: Virgin Plus
Client Team: Devorah Lithwick, David Kennedy, Nic Poitras, Miranda Urbanski, Winnie Hsiao, Negaar Hatami, Leah Lanza, Alice Lee, Jessica Benzinger
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officers: Brian Murray, Tim Gordon, Jenny Glover
Chief Design Offer: Stephanie Yung
Creative Director-Writers: Addie Gillespie, Dan Cummings
Creative Director-Art Directors: Kevin Sato, Vic Bath
Associate Creative Director-Art Director: Ivan Mallqui
Design Directors: Jeff Watkins, Dejan Djuric
Designers: Ana-Marija Matic
Account Team: Jessica Hill, Jaya Rizzi, Sabrina Zavarise, Ela Profka, Amanda Wong, Vipul Deshpande
Chief Strategy Officer: Maxine Thomas
Broadcast Producers: Revital Grunberg, Ola Stodulska
Integrated Producers: Laura Dubovsky, Tracy Wightman, Ian McCartney, Andrew Sekine, Tracy Haapamaki
Production House: The Salmon
Directors: Adam & Dave
Executive Producer: Natalia Winardi Line
Producer: Amalie Bruun
Director of Photography: Matt Lloyd
Post-Production Company: Zulubot
Editors: Micah Rix-Hayes, Brian Noon
Post-Production Directors: Sarah Dayus, Lena Hamady
Post-Production Producer: Katie Oliver
Colour Grading: The Vanity
Colourist & Transfer: Andrew Exworth
Executive Producer: Stephanie Pennington
Producer: Valentina Garcia Salazar
Audio Post Facility & Music House: OSO Audio
Creative Director: Harry Knazan
Sound Design & Engineer: Leo Hicks
Executive Producer: Hannah Graham
Producer: Jane Heath
Online: Bell Production Unit
Manager Creative Services & Lead Designer: Kevin Francisco
Graphic Designer: Jesse Skelton, Michael Ying
Production Manager: Lawrie Badger
Photographers: Saty + Pratha
Photography Executive Producer: Natalie Frenkel
Retouchers: Nabil Elsaadi, Simon Tucket, Jeanette Downes, Jim Tinios
Studio Director: James Graham
Lead Studio Artist: Ashleigh O’Brien
Studio Artists: Jeannette Downes, Mila Lukezich, Jenny McCraken, Pam Cohen, Pavel Petrycki
Animators: Ashlee Mitchel, Cecilia Bernasch, Kevin Pinto