Every day 361,000 million emails are sent worldwide.
Is the insight that part Air France In his new campaign and to which he added some more data layer, such as the French also receive 13.6 billion notifications and the workers spend a third of their time in meetings. According to an opinionway study conducted for Air France with a representative sample of the French population, 72% of the French They currently feel the need to disconnect And 61% believe that taking a vacation is the best way to reward for everything they have achieved during the year.

From this context arises the proposal of Air France Holidaysan offer of combined travel (flight+with “dynamic packages” flexible for stays in more than 400 destinations at competitive prices and available throughout the year.
To make it known, it has worked in a campaign with the omnicom aura agency, created exclusively for Air France, and with the experience of TBWA for strategy and execution. OMG has been in charge of media planning.

Making a nod to French artistic movement of Puntillismothe icons of professional and personal applications for everyday use are grouped into a formation of color points to form the ideal vacation destination. Thus, the campaign consists of four images that represent different types of travel, such as paradisiacal beaches, urban getaways, tropical getaways and relaxing rooms in hotels with pool.

This creative proposal marks a turn in the traditional communication style of Air France and aims come to a new audience through the creation of a dedicated brand such as Air France Holidays.

The campaign also includes a presence in Abroad In subway stations of the main cities of France, including Paris, Bordeaux, Lille, Lyon, Marseille, Niza, Nantes, Strasbourg and Toulouse, as well as a series of activations in activations in Digital.

Technical file

• Customer: Air France
• Customer Team: Sylvie Tarbonouriech, Virginie Deport, 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
• Artistic Director: Jordan Lemarchand
• Editor: Nicolas Roncell
• Strategic Planning: Loïc Mercier, Christophe Werbrouck
• Chief of Creative Producers: Maxime Bairon
• Art purchases: Elise Kuble
• Artist: Studio Asile Paris
• Impress production: Laurence Collavini
• Producers: Caroline Vanrompu, EG+
• Sound production: Else
• Music and sound responsible: Olivier Lefebvre
• Soundtrack Director: Fanny Mitchis