After winning global creative duties on Virgin Atlantic from RKCR/Y&R last August, Adam & Eve/DDB debuts its first brand campaign "Let it Fly" for the airline, featuring this bold ad directed by Sam Brown of Rogue Films. The film depicts Virgin as the platform for getting one man's ambitions off the ground, helping his brilliant idea "take off" in the face of various obstacles.

The effort moves the marketer's messaging to a focus on consumers with the idea that "the world doesn't come to you, so go to it," Virgin explained in a statement. "This campaign is a real step change in how we express ourselves creatively," added Virgin Atlantic Head of Brand Engagement Hamish Rickman. "We'll always be a challenger brand but for this campaign, instead of challenging the competition, we are challenging ourselves and the customer to 'Let it Fly.'"