Virgin Atlantic 'soon' by Rainey Kelly Campbell Roalfe/Y&R

In March, Virgin Atlantic will be offering its passengers flights to Dubai for the first time. To promote this, Rainey Kelly Campbell Roalfe/Y&R has produced a 48-sheet poster using an Arabic word that looks like an aeroplane. The word, which means "soon", was discovered by the agency's creative team after a two-week search of Arabic dictionaries. In 2005, more than 4m people flew with Virgin Atlantic and had operating profits of over £150m.

This article was first published on Campaign Work