Air France, like every airline, runs a short safety film before takeoff on all its aircraft equipped with screens. In 2021, this film needed to be renewed to include the latest safety instructions which had changed due to new regulations and new aircraft. The objective of this new film was therefore to take into account the new messaging, while also offering passengers a show that invites them to travel and incites foreign travellers to discover the wonders of France.

Despite imposed messaging that is quite technical in parts, we wanted to make this film a genuine journey through the most beautiful places in France. We therefore decided to have our hostess and steward moving through some of our country’s most iconic places. We wanted to show a France that is both timeless and pop-art, a France that foreign travellers dream about and which generates pride for French people.

The strategic idea concentrated on the concept of making this safety film work as a veritable brand film. The film proudly waves the colours of France and embodies the values of the brand. Undertaking this imposed exercise with a guaranteed captive audience was the perfect opportunity to support the brand strategy and deliver its message in an entertaining way.

This film has been shown since the 1st of March on Air France social networks and onboard all Air France planes equipped with screens, and will continue to run for at least 5 years.

This film was extremely well received on social media, where it ran starting on 24 February 2021. A very large majority of people praised the genuine invitation to travel, welcomed in these times of lockdown. After only 2 weeks, engagement on social media was very high: nearly 135,000 views and 1,100 comments on Instagram; 1,200 shares on Facebook; and over 320,000 views on YouTube.