Turkish Airlines wanted to connect with Americans during Super Bowl LIV and get them excited about traveling abroad. And, as the airline that flies to the most countries in the planet, it was the right brand to do it.

Back in 1969, Americans were the first to step on the Moon. And yet, today, more than 130 Million of them haven’t stepped abroad. We addressed this tension with a campaign that portrays the thrill of traveling abroad as exploring a new planet, full of amazing places to be discovered. And we communicated everything under a simple, powerful call to action: ‘Step on Earth’

When executing the campaign, we could have just shown all the amazing places on Earth where Turkish Airlines can take you and lead the art direction to convey the thrill of exploring a new planet. But we didn’t just do that.

We wanted this campaign to be a genuine brand experience. That’s why we cast real Americans that had never traveled abroad and enrolled them in this adventure. Then, we turned their journey into a carefully crafted TV commercial, an evocative OOH campaign and a very relatable series of online content.

Altogether, this campaign made Americans realize that stepping on Earth is at their feet, with the airline that flies to the most countries in the planet.

First, we cast Americans that had never travelled abroad before. Once three of them were selected, we took them on a trip to explore breathtaking places all over the globe, making them experience the essence of Turkish Airlines as a brand.

We documented their journey and created a campaign around it that portrays traveling abroad as the adventure of exploring a new planet. It kicked off with a 30-second commercial during Super Bowl LIV, and was followed by an OOH campaign and a series of online content. On the whole, this effectively inspired Millions of Americans to finally Step on Earth, with the airline that flies to the most countries in the planet.

The campaign not only delivered the message to the Super Bowl audience of more than 100 Million people, but it was featured in major media outlets like The New York Times, Forbes, USA Today, Fox, CNBC, Business Insider, Thrillist and others.