CD: Tim Harrington
AD: Jenn Lau
Design: Holly Stout

 

ALL NIPPON AIRWAYS:
DESTINATION UNEXPECTED

All Nippon Airways, Japan’s most-awarded luxury airline, wanted to differentiate themselves from the competition while still making it clear they’re an airline, since their brand awareness was lagging.

Simply put, ANA needed to beat them and join them.

So we started with a format that works incredibly well for airlines -- the aspirational plane pic -- but added a twist.

We took the backgrounds you’d typically see in “plane porn” -- cloudy skies, mountains, sunsets -- and recreated them on a tiny set out of real Japanese products, then added in digitally rendered planes.

From an onigiri mountain to a matcha mug horizon to a city made of circuit boards, we ended up with stunning flight scenes designed to make travelers double-take.