The brief to the agency from Virgin was to write a radio ad to sell weekend flights to LA from Sydney for friends. We answered the brief with a super simple idea 'lets make people Tweet every minute of the weekend'. It was when Twitter was blowing up. We wrote radio, but it became the call to entries, where we looked for three mates to go on an action-packed 3-day trip. Then we made them Tweet about it every minute to show off how epic it LA LA Land is. We designed a bonkers itinerary, the mates got tattooed, botox, hung out with celebs and didn’t get (any) much sleep.
As well as radio, there was print, a 3-day Twitter stunt, an in-flight documentary, a dynamic site, films and some health checks from doctors in LA to make sure we didn’t kill the talent.
