Virgin Australia and DDB Sydney have made a wig the star of the airline's latest brand campaign.

'Wiggy', and its journey across the skies, is based on Virgin's research for drivers of airline travel, which revealed the airline needed to re-emphasise the famous Virgin personality and the overall customer experience.

DDB and Virgin Australia worked together to determine how best to communicate this customer experience and Virgin personality through the new brand positioning.

The result, ‘Feel good flying’, is a 60-second ad designed to create an emotional connection with Australians and cut through a cluttered market - with an emphasis on fun.

Chief customer officer Danielle Keighery said it was a natural fit for the Virgin brand to reach people on an emotional level.

“We know our Virgin personality is so widely loved, and we are so proud to hero this through our new brand campaign. Our focus from a customer experience perspective is always on how our famous service and product make people feel, and it’s really important to us to emphasise this in our new brand positioning.”

DDB Sydney chief creative officer, Tara Ford, said: “In a complicated world, it’s been an absolute pleasure to create something that’s so unique, simple and joyful. Fun but with an edge of cheekiness and irreverence – which is perfect for recapturing and igniting the Virgin Australia brand.”

The integrated TV campaign will be supported by digital, print, out of home, and cinema.