Client: Virgin Atlantic

Brief: Create an Instagram ad that promotes flying with Virgin Atlantic by tapping into the Gen-Z “raw-dogging flights” trend. Position the airline experience as so luxe that one doesn’t need any digital distractions to enjoy it.

Creative Strategy: Reframe digital detox from deprivation to indulgence. Employ Gen-Z fluent copy, subtle humor, sensory romanticization, and aspirational wellness language to paint Virgin Atlantic as an elevated form of self-care.

Insight: Gen-Z romanticizes suffering as proof of authenticity (raw-dogging flights, no-buy challenges, dopamine detoxes) because they're starving for experiences that feel real in an overstimulated world. But what they actually want isn’t deprivation but immersion in simple pleasures that give life meaning.