New Virgin ad executes a perfect landing

Passengers on board international flights taking off and taxing into Johannesburg International airport over the December holidays were the first to view the massive 5000 square meter Virgin Atlantic billboard painted on the grass between the two main runways, which read: 'Hey you in the window seat. Bored? Uncomfortable? Next time fly Virgin Upper Class Suite...'

The giant billboard, which required over 1000 litres of paint, is part of the Virgin Atlantic campaign to launch its revolutionary new Upper Class Suites, taking the promise of a first class product at business class prices to new heights.

Creative team Philip Ireland and John Davenport explained: "It's really about Virgin taking on the complacent, established giants through constant innovation. Doing what everyone else (often quite sensibly) says can't be done."

The tight security at the airport and in particular access to the runaway, certainly created a different experience for the Primedia Outdoor production team, who were inducted in airside training just to get one of the nine different permits the job would eventually require for completion.