Air France is moving upmarket again. The upwards shift began five years ago with the new brand identity and signature, Elegance is a journey. Now the airline has taken itself into luxury advertising territory with an arty campaign by agency, AURA by Omnicom, working with photographer, Clark Franklin, and director, Nans Noiron.
The campaign underlines Air France’s focus on excellence down to the smallest detail, with red at the forefront to express what makes the Air France experience unique, and eye-catching props designed and crafted for each visual. Among the 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 symbolising 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.
The new visuals, adapted into short video clips, will be used across print and digital channels in major French cities such as Lille, Lyon, Marseille, Nice, Paris and Toulouse. Outside France, the campaign will be visible in Fortaleza, Los Angeles, Milan, Montreal, New York, Rio de Janeiro, Rome, Salvador, San Francisco, São Paulo and Toronto. It will also feature prominently across digital platforms, in the press and on social media, and a 3D billboard display will enhance the campaign’s visibility in France, Italy, Japan and the United States.
Credits:
Client: Air France
Client Team: Sylvie Tarbouriech, Virginie Deprost, Mélissa Aubert, Catherine Masson, Laurent Vermeil, Jumi Daviet
Creative Agency: AURA by Omnicom
Account Team: Anne Vincent, Stéphanie Caude, Adrien Marsaud, Lucie Challier, Jean-François Reiser, Edwin Stephenson, Thomas Lorre, Corentin Dupont.
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Director: Ronan Coursin
Copywriter: Alessandro Cerutti
Digital Art Director: Thomas Grandperret
Traffic Manager: Fatira Bouaziz
Print Producer: Laurence Collavini
Head of Strategic Planning: Loic Mercier
Connection Planner: Christophe Werbrouck
Business Affairs : Carlos Serrano
Production Company: TBWA\ELSE
CEO Else & Head of TV Production: Maxime Boiron
Creative Producer: Olivia Caré
Executive Producer: Jennifer Bauche
Line Producer: Tristan Voisin
Post-Producer: Mélanie Bernard
VFX Supervisor: Franck Darnois
Head of Music & Sound: Olivier Lefebvre
Music & Sound Producer: Fanny Mithois
Sound Engineer: Matthieu Seignez
Photographer: Clark Franklin
Director: Nans Noiron @ Solange Talents
Model Maker : Aymeric Arnould
Stylists: Fabienne Touzi & Nadia Chmilewsky
Media Agency: OMD France
Olivier FELIX, Camelia Paun, Lou-Eve Repussard, Elhadj Mouctar Diallo, Idil Oksuz, Najlaa El Alj.
Production: EG + Worldwide
Stanislas Lenoir, Caroline Van Rompu Delattre, Léa Letemplier, Frédéric Elkoubi, Marius Villeneuve, Yann Hervé, Anne-Gaëlle Sangare
