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VA Middle Seat Lottery

Award: Yellow Pencil

Yellow Pencil / PR / B2C / 2023

Award: Graphite Pencil

Graphite Pencil / PR / Integrated

Award: Wood Pencil

Wood Pencil / Commerce / Promotion

The Middle Seat Lottery is a first-of-its-kind product innovation that completely changed the conversation, not just about the experience of a plane’s middle seat, but also Virgin Australia’s ambition to truly change the experience of flying. The PR campaign sparked conversation in 43 countries and achieved 2.8 billion earned media impressions. Despite only being available in Australia, it was discussed on Saturday Night Live, The Daily Show, CNN, Forbes, as well as news broadcast and print media around the world, with an estimated earned media value of over $22 million.

What did the judges have to say?

This is why I love creativity. We can turn a business problem into an opportunity.

Judy John, Global CCO, Edelman

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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