Taking elegance to new heights is the goal that Air France set itself four years ago, when it presented its “Elegance is a journey” platform. With it, it seeks, on the one hand, to reinforce its positioning in the high-end of aviation, moving away from and differentiating itself from the low-cost segment; and on the other, remember their French roots and convey their values ​​and style. The airline continues working in this direction with a new campaign in which it communicates its new products and services using art and haute couture.

It is made up of a set of ten images that reflect, both aesthetically and narratively, Air France’s ambition to provide its customers with the best of France and elevate their travel experience. He has worked with Aura by Omnicom, the agency specifically dedicated to the airline that the advertising group created in 2020 when it won the account. It is led by TBWAParis, with Proximity BBDO, Else and EG + and OMD.

The visual pieces, created by photographer Clark Franklin and director Nans Noiron, rely on artistic codes and also linked to the fashion industry to convey Air France’s proposal. It relies on the company’s corporate colors – blue, white and red – and the craftsmanship of a team of French creative professionals.

Unique and specific accessories have been designed and created for the images to highlight the new products and services. Thus, for the launch of the free high-speed Wi-Fi service, which will be gradually implemented throughout the fleet, a seat has been created in the shape of the international Wi-Fi symbol; while the new mattress topper for the business cabin has been made into a custom quilted dress with a soft and fluffy duvet.

To communicate the more than 1,000 destinations departing from Paris, a multi-thread skirt has been created that represents the airline’s extensive network; and to highlight the airport’s VIP lounges, an hourglass-shaped armchair has been created that symbolizes a moment suspended in time. For its part, the gastronomic proposal is reflected with a giant macaron that illustrates the mastery of the pastry masters; and the Flying Blue loyalty program is represented with a giant bow that evokes its benefits.

The airline has shared the creative and production process behind each of its accessories in a making of video. The piece also includes testimonies from brand managers and participating creatives, highlighting the airline’s commitment to details and craftsmanship as a reflection of its philosophy.

The campaign has a main image, which has been created by photographers Sofia Sanchez and Mauro Mongiello, and will have a video and 3D video version. It shows the Eiffel Tower, the universal symbol of France, and a woman dressed in a red dress, whose train flutters in the wind. This seeks to consolidate the airline’s advertising motto, “Elegance is a journey. Air France.”

This image runs throughout the month of March on the main façade of the Air France headquarters building at Paris-Charles de Gaulle airport, thanks to a giant banner of more than 1,000 m². It will be visible from roads near the airport, passenger terminals and directly from planes on the ground. It will also be displayed on outdoor billboards in urban centers, shopping centers and digital platforms throughout France.

All of this is inspired by the aesthetics of “Taking elegance to new heights”, the advertisement with which Air France presented its new platform in 2022. Since March 8, it has been activated again, which marks the return of the brand to French television for the first time in seven years, as explained by the company itself in a statement.

The campaign runs on television, social networks, digital platforms, streaming services, press and outdoor advertising. It will be activated in the main French cities, such as Lille, Lyon, Marseille, Nice, Paris and Toulouse; and also from France in key markets. Thus, the campaign will be seen in Los Angeles, Milan, Montreal, New York, Rio de Janeiro, Rome, Salvador, San Francisco, São Paulo and Toronto.