Designed in collaboration with the agency Aura by Omnicom, the new advertising campaigns showcase the expertise of French creative professionals and reflect the airline’s ambition – to offer its customers the best of France and take elegance to new heights.
The launch of free, high-speed wifi on board, a new mattress pad for enhanced comfort in the Business cabin, and complimentary champagne served in all cabins are just some of the featured products and services demonstrating Air France’s commitment to delivering an exceptional experience to all its customers. Through its focus on excellence down to the smallest detail, the campaign celebrates Air France’s unique brand identity and travel experience, both on board and on the ground.
Elegance is a journey. Air France.
In the same spirit as the brand video, a new visual – produced in both classic video and 3D formats – was created by the talented pair of photographers, Sofia Sanchez and Mauro Mongiello. Drawing on the iconic elements of the video that has been widely praised by audiences – the Eiffel Tower, a universal symbol of France, and the red dress, the heroine is once again seen boldly ascending the tower, the long train of her dress flowing in the wind. This new visual fully embodies the airline’s advertising signature, “Elegance is a journey. Air France.”
It will be visible throughout March on the main façade of Air France’s head office building at Paris-Charles de Gaulle airport. A giant banner measuring over 1,000 sq. m will be visible from roads in the vicinity of the airport, passenger terminals, and directly from taxiing aircraft on the ground, ensuring exceptional exposure for this new campaign at the heart of the airline’s hub. Available in a 3D video format for special event purposes, it will also be displayed on outdoor billboards in city centres, shopping malls, and across digital platforms throughout France.
New visuals to support product launches and embody the move upmarket
Ten new visuals, created by photographer Clark Franklin and director Nans Noiron, highlight Air France’s exclusive flagship products and services. New products featured include the launch of the free, high-speed wifi service*, gradually being rolled out across the entire fleet, and the new Sofitel MY BED mattress pad in the Business cabin. There’s also a visual promoting an offer of more than 1,000 destinations on departure from Paris thanks to SkyTeam partner airlines – key assets highlighted during the first wave of the campaign. In the next phase of the campaign, Michelin-starred cuisine, created by leading French chefs and pastry chefs, carefully selected champagne served in all cabins, airport lounges, the SkyPriority service, and the Flying Blue frequent flyer programme will also be showcased.
To create these visuals, Air France brought together a team of leading French creative professionals who used their skills to craft unique props specially designed for each visual. Among these remarkable designs are a seat shaped like the wifi symbol, a giant macaron illustrating the expertise of master pastry chefs, and a custom-designed quilt dress fashioned from soft, fluffy duvet, evoking the cozy comfort of a peaceful night’s sleep in the Business cabin. Also featured are an hourglass-shaped armchair symbolizing a moment suspended in time in an airport lounge, a skirt made of multiple threads representing the airline’s extensive network, a giant bow illustrating the generous advantages of the Flying Blue frequent flyer programme, and a coat to fit two, representing the Business class duo offer.
Tags: Air France