• AIR ASIA CAMPAIGN

    We executed a powerful campaign for the ‘ancillary revenue’ division of Air Asia, Asia’s largest budget airline (carrying more than 33m passengers per annum).
    Working within the existing brand guidelines, we saw an opportunity to give the real-life passengers of Air Asia a starring role in this campaign. The campaign was summarized by the line ‘Your flight, your way’ – an invitation to passengers to tailor their own journey using airasia.com (and simultaneously drive the ancillary revenue to the company).
    BACK TO PORTFOLIO
    AIR ASIA CAMPAIGN
  • AIR ASIA CAMPAIGN

    Once the idea had been agreed, we had a creative platform that could run and run. Other executions included Karen the shopaholic. Each execution linked seamlessly the personality of the talent with the allure of the destinations being promoted.
    BACK TO PORTFOLIO
    AIR ASIA CAMPAIGN
  • AIR ASIA CAMPAIGN

    Each advertisement was created with real people. We street-cast characters such as Ismeth the foodie – Air Asia passengers – and aligned them to the key messages for the ‘ancillary revenue’ division, such as pre-booking ‘hot meals.’
    BACK TO PORTFOLIO
    AIR ASIA CAMPAIGN
  • AIR ASIA CAMPAIGN

    We were able to bring to life a new side of the Air Asia brand, with the executions being used in print, in-flight and for digital e-DM booking confirmation messages shared to millions of passengers across the Asia-Pacific region.
    BACK TO PORTFOLIO
    AIR ASIA CAMPAIGN
  • AIR ASIA CAMPAIGN

    We oversaw the selection of the photographer and the production process to ensure a flawless delivery for Air Asia. This execution encouraged passengers to get off the beaten track, by promoting exciting destinations such as Siem Reap and Saigon.
    BACK TO PORTFOLIO
    AIR ASIA CAMPAIGN