Home » News » Karma Chameleon! Virgin Voyages invites 80’s nostalgia in new campaign

10 January, 2023

Karma Chameleon! Virgin Voyages invites 80’s nostalgia in new campaign

Virgin Voyages has employed the services of Swedish film director, Jonas Åkerlund to present its reimagining of Culture Club’s 1983 song ‘Karma Chameleon’ and takes viewers on a cinematic journey through 24-hours at sea aboard Richard Branson’s award-winning and 5-star rated cruise and travel brand “Virgin Voyages”.

Starring real Virgin Voyages Crew members and Sailors, the video was inspired by their first-hand experiences on board.

“The Voyage” was filmed on the brand’s first ship in the fleet, Scarlet Lady, and captures the experience of travelling with the brand, incorporating moments of relaxation such as sunset yoga and the serenity of holidaying at sea.

On the new campaign, Nathan Rosenberg, chief brand officer of Virgin Voyages said: “As we continue to showcase our ships to the world, we wanted to share what it’s like onboard based on what our sailors have told us and shared on social (media).

“It features real crew as well and is a celebration of travel and Voyaging. ‘The Voyage’ music video shows this in such a unique and relatable way, from a quiet and restorative feeling, to a dreamy, curious and energetic state.”

At the helm is Swedish director Åkerlund, who has directed music videos for a slew of artists including Madonna, Lady Gaga and Beyoncé, to The Rolling Stones, Paul McCartney and Maroon 5.

Alongside this, the brand partnered with vocalist and songwriter, Drew Love – of the band THEY. – whose sound spans across genres including R&B, pop, dance and hip hop. Apart from THEY., Love pursues independent, solo projects and co-writes for other artists including G-Eazy, The Chainsmokers, SG Lewis, Louis the Child and John Legend.

Jason Xenopoulosm co-chief creative officer for North America at VMLY&R believes brands should create culture rather than interrupting it. Xenopoulosm said “The Voyage” is an example of how music and entertainment can be used to tell a brand story while delivering an authentic entertainment experience to the audience.

In 2018 Virgin Voyages invited travellers to “Stray the Course” and consider the possibilities and innovations in cruise travel and the new video coincides with the launch of their new brand campaign, “Now We’re Voyaging.”

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Jonas Åkerlund Nathan Rosenberg scarlet lady The Voyage virgin voyages