Ad Series – Air France
Advertising
Art Direction: Shiho Sugita / Design: Shiho Sugita
Overview
We live in incredible times characterized by fundamental changes in how we purchase, consume, and make decisions. While traditional print remains important to brands, the latest innovative software technologies and infrastructural advancements give rise to digital, ambient communication pieces.
Air France
Air France is known for its French elegance and branding that reflects its traditions and rich culture. Premium service is offered, with spacious seats and gourmet meals in the cabin featuring innovative design. They also frequently collaborate with artists and cultural events. Their past advertisements have been pop, colourful, and innovative in composition, often with concepts that are surrealist or evoke a fantasy world.
Objective
Create a campaign that combines traditional print advertising and guerrilla advertising to create a compelling series of ads.
Target Audience
Men and women in their 20s to early 50s, with the primary objective of a comfortable, premium flight experience. They are interested in French history, art, fashion and culture.
Benefit and Value
An unforgettable trip in France, including Air France services and a pleasant, premium flight experience.
Message
Dreamlike travel with Air France, where culture and romance meet.
Visual tone
Elegant, Playful, Artistic
Creative Strategy
- Maintain Air France’s unique design style. Keywords are fairy-tale-like, luxury, progressive design, and playful.
- Use large images of iconic French landmarks, beautiful landscapes, and rich culture to evoke a dreamy and enchanting journey to France.
- Use dreamy colours and fonts to create romantic images that make you feel as if you are in a dream to trigger your desire for a travel experience.
Guerrilla Ad
A week-long ambient advertisement is to be done in the Distillery District for a limited period. Giant balloons are placed throughout the venue, glowing fantastically and creating an extraordinary environment. The French restaurant inside the venue offers a special menu, collaborating with an Air France chef for the duration of the event.
The Distillery District is one of Toronto’s most famous spots, with brick buildings and stone-paved paths that have a different atmosphere from our everyday life. This iconic location will match the concept of this campaign.
