How’s your email inbox? Every day 361 billion emails are sent worldwide. The French also receive 13.6 billion notifications and workers spend 1/3 of their time meetings. It’s little wonder that 72% of French people currently feel the need to disconnect.
Air France has picked up on the need, launching Air France Holidays, a constantly evolving package holiday offer with flexible “dynamic packages” for stays in more than 400 destinations at highly competitive prices, available year-round.
Making that known is a campaign by Omnicom agency, Aura, made entirely of:
Aura by Omnicom is the agency dedicated to Air France, with expertise from TBWA\ for strategy and creation, Proximity for mass targeting, OMG for media expertise, EG+ for print) and \Else for audiovisual production.
As a nod to the French artistic movement of pointillism, icons from everyday professional and personal apps come together as a collection of colorful dots to form the ideal vacation destination. The campaign is made up of four visuals depicting different types of vacations such as paradise beaches, city breaks, tropical getaways, and relaxing stays in hotels with pools. Distinct from Air France’s traditional communication style, this campaign aims to reach a new audience by creating a dedicated brand.
The campaign also includes TV sponsorship of the show, Quotidien, every evening from January 6 to 31, 2025, as well as OOH in metro stations and major cities across France, including Paris, Bordeaux, Lille, Lyon, Marseille, Nice, Nantes, Strasbourg, and Toulouse and digital.
Credits:
Client: Air France
Client Team: Sylvie Tarbouriech, Virginie Deprost, Catherine Masson, Melissa Aubert
Agency: TBWA\Paris
Agency Team: Anne Vincent, Jean-François Reiser, Edwin Stephenson, Violette Dubois, Thomas Lorre, Luca Dugaro
ECD : Benjamin Marchal, Faustin Claverie
Art Director: Jordan Lemarchand
Copywriter: Nicolas Roncerel
Strategic Planning: Loïc Mercier, Christophe Werbrouck
Head of Creative Producers: Maxime Boiron
Art Buying: Elise Kubler
Artist: Studio Asile Paris
Print Production: Laurence Collavini
Producers: Caroline Vanrompu, EG+
Sound Production: \ELSE
Head of Music & Sound: Olivier Lefebvre
Soundtrack Director: Fanny Mithois
