The creative strategy was to reaffirm the concept of ‘the most rewarding flying experience’ by selling the ‘all you can eat, Cordon Bleu in-flight menu’ with ‘Emergency Pants’. Massively oversized sleep pants (clearly tagged XXXXL) in a glass case with the message – ‘in case of emergency, break glass’ suggests that the VAA Cordon Bleu in-flight menu is so irresistible that you won’t be able to help yourself.

Production cost was minimal – simply one mega pair of pants in a glass case, with no placement costs. Given the strategic positioning of this ‘outdoor spectacular’ we achieved the enviable success of ‘zero wastage’ given that it solely addressed the defined upper class / first class business travellers, frequenting the various hospitality lounges.