Secret Sauce

Agency: Cubaka


Cubaka and Virgin deliver fresh take on employee testimonials.

The video named “Virgin’s Secret Sauce” showcases Virgin’s unsung heroes and celebrates the dedication and passion of its people and was developed by Cubaka and Virgin’s social media team. Sir Richard Branson called their Secret Sauce campaign for Virgin ‘delightful’ and ‘brilliant’. The Secret Sauce campaign puts a welcome twist on the traditional employee testimonial video.

Cubaka’s brief? To promote Virgin as a great employer brand. In the video, employees enter a studio expecting to be interviewed about what makes working at Virgin so great.

Instead, they’re surprised with a personalised song about why they are such brilliant employees. Dancers perform around them, turning it into a superstar moment and celebrating what makes each employee unique.

Writing on his personal LinkedIn page, Branson said “I smile every time I watch it”.

The video was concepted, written, produced and directed by Cubaka alongside production partner, Double Dice Films. At the heart of it is one incredibly catchy song written and performed in-house by creative Teia Fregona and co-produced with Stefan Abingdon.

The campaign was launched on Virgin’s social media channels last week, with Sir Richard Branson sharing it on his personal LinkedIn page soon after.

This professional campaign titled 'Secret Sauce' was published in United Kingdom in February, 2024. It was created for the brand: Virgin, by ad agency: Cubaka. This Film medium campaign is related to the Retail Services and Travel and Tourism industries and contains 1 media asset. It was submitted 19 days ago.


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