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Though it doesn't officially launch until next week, Virgin Digital—Richard Branson's online music subscription service—has given AdCritic a taste of its launch campaign with an animated brand identity video that depicts the names of more than a dozen song names (at last staff count—creatives would only offer the hint "rain...it's purple"). Letting predecessors explain the technology that make such products possible, Virgin Digital decided to appeal to music lovers with a campaign that tests and expands your knowledge. "We kept talking about how the more you learn about music, the more you love it and want to find ways to use it," says copywriter Kristina Slade. "In that way, it's like a muscle, and so we had the idea of exercising your music muscle. The video is a call to arms to do so." The campaign also reflects the way that the service will allow subscribers to learn about music and its influences through a "Music Muscle" feature that links related artists. An equally complicated print execution plays with band names, following in the visual style set out by director Brumby Boylston of National Television.