By 2014 Air France had been facing 5 consecutive years with an all time financial low.

Our challenge was to reconquer leadership in a saturated competitively rich market we could no longer afford.

We needed to shake things up. We looked back at our french roots, and gave it our own Air France spin.

A total re-haul of the brand on all major touch points.We wanted to make Air France the ambassadors of french living, globally. We launched France is in the air in 2014, a new brand platform.

Our spectacular OOH launched globally.

Our TVC came out in a music promo format,we turned our focus onto all digital touch points on airfrance.com.

On-board Air France planes, we created an engaging safety demonstration video.

Our experience also extended on mobile as fans could enjoy the Air France Music app onboard and on the ground.

We launched France is in the air in 2014, a new brand platform.

A French global brand with an English Tagline, a new sound, a fresh new look, and POV.We started our conversation online and targeted cultural influencers and got them excited about France and FRANCE IS IN THE AIR.

Our spectacular OOH then launched globally. We shared our chic editorial new look and feel in our Destinations Campaign, revealing a modern airline, while celebrating our french touch and dusting off french clichés.

Our TVC came out in a music promo format creating renewed brand love and a sharing frenzy with new travellers and fans worldwide.

We turned our focus onto all digital touch points on airfrance.com

On-board Air France planes, we created an engaging safety demonstration video.

Our experience also extended on mobile as fans could enjoy the Air France Music app onboard and on the ground.

A massive hike in engagement and content created with our fans on all our social networks.

Important press interest in all aspects of the global campaign.

But most importantly, a brand that greatly needed a boost got the kick it deserved, Air France’s brand love went up everywhere :

+15% in Brasil

+23% in Japan

+9% in France

+ 20% in Russia

+23% in China

+ 10% in USA

+16,3% in Japan