VMA You Do You

Edge has launched a new brand platform and social media campaign for Virgin Money Australia.

The ‘You do you’ platform was created as a way for Virgin Money to champion individuality and celebrate the stories of those who dare to dream.

The campaign was born out of the idea the world is different in 2019, and people’s goals and ambitions have changed. For past generations the Great Aussie Dream was to own a quarter-acre block with the white picket fence. Now, that ‘one-size fits all’ dream is gone – people are dreaming outside the lines. With 25 million people in Australia… that’s 25 million Aussies wanting to do more, be more, and tread their own path.

Matt Batten, executive creative director at Edge, said the Virgin brand wanted to highlight the uniqueness of every single Australian with the new campaign–

“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.

The campaign, complete with a film and an online series of true stories from real Australians, has been launched across digital and social platforms.

To read the full press release, click here.