The project behind the best-selling book, We Are What We Do, has teamed up with creative agency Antidote to launch an extension to the brand.
The new book, called Change the World at 35,000ft, gives passengers advice on how to make changes which can help reduce their carbon footprint.
It also contains ideas from other brands including Nokia, Honda and Puma, which outline their suggestions in the form of advertising inside.
The book will be a one-off publication of 500,000 copies that will be available on Virgin Atlantic passengers on-board the airline.
We Are What We Do last year launched the best-selling book Change the World for a Fiver.
Credits
Project name: Change the World at 35,000 ft
Client: Lysette Gauna, head of brand, Virgin Atlantic
Creative agency: Antidote
Copywriter: Steve Henry and Tim Ashton
Art director: Tim Ashton, Jim Chambers & Anna Fidalgo
Photographer: Simon Weller, Anna Fidalgo & Various Flickr
Exposure: 500,000 copies on Virgin Atlantic Flights
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