British airline Virgin Atlantic has unveiled a striking out-of-home activation at London’s Piccadilly Lights, forming part of its ‘Be a Rainbow’ campaign, which was launched last week.

Devised by London-based creative agency Lucky Generals, the work aims to capture the travel company’s “fearless spirit and positive energy”, featuring a woman in “classic Virgin Atlantic red” diving headfirst into a sea of clouds, with her body shape imitating a plane.

The creative will kick off a long-term approach to out-of-home for Virgin Atlantic that will look reinforce the brand’s “dynamism” and ability to engage meaningfully and memorably with travellers.

“Our ‘Be a Rainbow’ campaign took to the skies last week, designed to capture the distinctive energy our customers feel when they fly with Virgin Atlantic,” said Annabelle Cordelli, Virgin Atlantic senior VP of global marketing.

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“Our Out of Home invites our customers to dive into life and to see it up in lights at Piccadilly Circus is amazing, there is no better location to showcase this iconic image.

The work follows last week’s blockbuster “Be a Rainbow” ad launch, which marked the firm’s first major TV ad in three years, celebrating the diversity of its staff and customers.

Lucky Generals creative directors, Joe Stamp and Tom Prendergast added: “With Virgin Atlantic, when you land, you’re flying. Here we’re seeing brand and customer unite in one fleeting, iconic moment.”