Now We're Voyaging

In the 1980’s, one unlikely song exploded onto the charts and helped Virgin Records make an indellible stamp on history. That song was Karma Chameleon by Culture Club. So, when tasked with launching the newest brand in the Virgin empire – Virgin Voyages – we turned to Karma Chameleon once again.

Virgin Voyages is a cruise line that differentiates itself by offering luxury adults-only voyages.
With Michelin-star menus and award-winning amenities, Virgin Voyages is set to become one of the world’s most irresistible travel brands. Unlike cruising, which is often just a party at sea, Voyaging is a journey of discovery that encourages “sailors” to reconnect with their true selves; a world-class spa and yoga classes at sunrise counterbalance fine-dining and late-night partying to create a unique and unforgettable experience – one that Virgin Voyages seeks to communicate through its new brand line, “Now We’re Voyaging.”

To launch “Now We’re Voyaging,” VMLY&R wanted to give people a sense of what voyaging feels like. Tapping into Virgin’s rich musical history to connect with the 40 – 60-year-old demographic, we turned the 80’s hit into a modern anthem.

Working with the team at Milk & Honey Silo, including the artist Drew Love, we reimagined Karma Chameleon. But we didn’t want to cover the song - we wanted to uncover it. Written by Boy George, Karma Chameleon is about embracing one’s identity. So, we stripped away elements to reveal the true essence of the track. Like the Voyaging experience, this uncovered version of Karma Chameleon represents a journey of discovery – from self-reflection to joyful celebration. To support the song’s release, we also partnered with legendary music video director Jonas Åkerlund to produce a four-minute film; Åkerlund is a Grammy-winning director who has worked with artists like Madonna, Britney Spears, Lady Gaga, Beyonce and more.

Karma Chameleon - The Voyage Edition and its accompanying music video, The Voyage, form the centerpiece of an integrated campaign that includes broadcast TV, radio, out-of-home and online advertising. It is the first major step in launching the Virgin Voyages brand to an excited public.

Nathan Rosenberg, Chief Brand Officer of Virgin Voyages said, “We have won the hearts and minds of hundreds of thousands of Sailors who have fallen in love with Virgin Voyages because we created an experience everybody could love. 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. 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. ”

Jason Xenopoulos, Co-Chief Creative Officer, North America at VMLY&R: “We believe that brands should create culture, rather than interrupting it. 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. Virgin Voyages deserves more than an ad campaign and we are delighted that we could create an entertainment experience instead – one that will live in culture where this brand belongs.”