We won the pitch by reclaiming Virgin’s voice. Virgin had got stuck in a sort of late-90s “sexy-speak” Craig Ainsley and I spent an intense three weeks writing and writing and writing until we felt like we had got back to the fun, rebellious, teenage spirit that Virgin was founded on. Dave Dye created the iconic look, then Mike and Ben joined us and added their insane talent too. The campaign won the 2019 Gold Effie - for putting the Virgin back into Virgin Trains. Below is less than half of the executions we ran in the UK over a two and a half year period.