Huddersfield consultancy Design Association realised that it would have to think up a new gimmick if it was to grab the attention of Virgin chairman Richard Branson when the airline-to-vodka group asked to see examples of the consultancy’s creative work.
The solution? The Design Association quickly dispatched a set of specially made pyjamas to the workaholic captain of industry, bearing the message: “I believe you are excellent at promoting the Virgin brand. However, there is always one point in the day when you are not doing your utmost to promote the Virgin name. Please find enclosed our solution to this problem. Now you can rest assured that you are working 24 hours a day.”
The ploy seems to have had a positive outcome. Virgin is now “looking at ways to put our skills to good use”, according to Adrian Brown, principal of Design Association. Virgin pyjamas for the Virgin bride, perhaps?