Brexit, Trump and the gender pay gap used in Velocity campaign celebrating 10m members

Virgin’s Velocity has released a series of ads to celebrate reaching 10m members.

World-renowned illustrator, Noma Bar, worked with Velocity’s creative agency CHE Proximity on the billboard designs, that make reference to current cultural and global topics including Brexit and Donald Trump. One billboard shows Trump transformed into a piece of sushi, and another shows British Prime Minister Boris Johnson getting kicked in the face.

CHE Proximity worked with illustrator Noma Bar on the creative

Dean Chadwick, Velocity chief marketing officer, said Virgin’s brands are famous for disrupting categories and finding new ways to stay relevant.

“It’s our job to look at how our members are engaging with the Velocity program, and find ways to make it more rewarding. We found some interesting insights linking topics that are culturally trending with the habits of our members. We explored this, and struck gold. Our challenge was to then find an entertaining, uniquely Virgin way, to promote our program and we hope this makes our members smile,” Chadwick said.

Another version of the ad makes reference to current British Prime Minister Boris Johnson

Ashley Wilding, creative director at CHE Proximity, added: “When we were asked to celebrate how Velocity’s 10m members were using the program, we knew we had to find a fresh way of presenting the data. Luckily, Australia’s flying habits have amusing parallels with topics that frequently make headlines around the world.”

The OOH campaign will be supported by press and digital activity.

The campaign was also based on Velocity’s customer insights

Earlier this year, Virgin posted a billboard outside of Sydney’s domestic airport terminal that took a subtle swipe at the negative feedback on Qantas’ Frequent Flyer program overhaul, bearing the slogan ‘Huge News. Nothing’s Changed’.

The latest series of ads follows last year’s ‘Earnbassadors’ campaign, that saw Velocity members become ambassadors for the brand by posting content on social media and in-turn earning points.


Velocity Frequent Flyer
Chief Marketing Officer – Dean Chadwick
Head of Customer Marketing – Steve Baird
Innovation Lead – Ella Gowland
Modelling and Insight Specialist – Tracey Lam

CHE Proximity
Chief Creative Officer – Ant White
Creative Directors – Ashley Wildling, Daniel Davison
Senior Designer – Vanessa Saporito
Chief Strategy Officer – David Halter
Chief Media Officer – Ben Sheppard
Head of Media – Daniel Bradley
Media Product Executive – Cam Toohey
Investment Manager – Elizabeth Lonsdale
Client Partner – Katie Dally
Group Account Director – Sam McGown
Senior Account Manager – Laura Eagleton
Account Manager – Brandon Rahme

Production Company – Dutch Uncle Agency
Founder: Helen Cowley
Senior Agent: Joel Minter
Illustrator: Noma Bar

OOH Media vendor
oOh! Media


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