Virgin Money launches ‘You do you’ brand platform in first work from Edge

Edge has launched a new social media brand platform ‘You do you’ for Virgin Money.

It is the first work from the independent creative agency after it won the social and content account for Virgin Money in February.

According to Edge, the ‘You do you’ platform was devised so that Virgin Money could champion individuality and initiate an ongoing campaign that tells the stories of different Australians.

Matt Batten, executive creative director at Edge, said the Virgin brand has always been bold, so it was time to take it further.

“The Virgin brand mark has always been bold. So to launch Virgin Money’s content platform, we wanted to go beyond diversity and inclusion. We wanted to celebrate the uniqueness of every single Aussie. Everyone is different. That’s 25 million potential stories waiting to be told,” he said.

Chris Sonn, senior manager digital marketing for Virgin Money, said: “In the very first pitch presentation, we knew Edge had a winning idea. Their insight that the ‘great Aussie dream’ has changed as people cast off the norm and choose their own unique path opened fertile territory for the Virgin Money brand. We’re passionate about helping our customers achieve bigger possibilities; whoever you are, whatever that means for you.”

The campaign will launch across digital and social media, with the campaign film and an online series highlighting the individuality of Australians. One episode will focus on Blue Mountains bus driver Mr T who is also a jewellery designer and apiarist. Another episode will feature six-year old Lakyn Tuckwell who was born with a life-threatening heart condition and hopes to grow up to become a heart doctor.


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