Japan's ANA airlines targets millennial Americans with this trippy ad

Music video director Phillipa Price helms first work for VMLY&R

Published On
Mar 28, 2019

Editor's Pick

Japan's All Nippon Airways (ANA) has unveiled a stylish new brand campaign as it looks to lure millennial U.S. travelers in the run-up to the Tokyo Olympics next year. 

The first work by VMLY&R New York for the airline is a trippy, stylish film directed by Philippa Price, music video director and creative director for Rihanna and DJ Khaled’s Grammy performance in 2018. In it, a passenger transforms into a wide-eyed schoolgirl sporting Japanese-style fashion and makeup and entering a world of floating sushi, giant white rabbits, flower petals and contemporary dance. 

“The concept had me at “dream in the sky," says Price. “I am very selective with my choice in commercial projects ...but it was great to work with a client and agency that were willing to push the commercial boundaries stylistically and keep the artistic integrity of the original concept.”

It's a stylish new look for the airline, with a surreal take on air travel that reminds us somewhat of Air France's advertising in recent years.

ANA has direct flights to and from Japan into New York, Los Angeles, Chicago, Seattle and Houston.  “Millennial travelers are a critical audience, and the U.S. is a new key market for ANA," points out Jason Xenopolous, North American chief creative officer, VMLY&R. 

 

 

Credits

Date
Mar 28, 2019
Client:
ANA
Agency:
VMLY&R
Director, PR & Branding, The Americas:
Mika Hayama
Marketing Communication Manager, PR & Branding, The Americas:
Daisuke Katayama
Senior Communications Strategist, PR & Branding, The Americas:
Athanasios (Tommy) Sikolas
Vice President, Market Communication, Marketing:
Jun Taneie
Senior Director, Market Communication, Marketing:
Hironori Yamamoto
Assistant Manager, Market Communication, Marketing:
Shoko Hiraguchi
Global Chief Creative Officer:
Debbi VanDeven
Chief Creative Officer, North America:
Jason Xenopoulos
Chief Creative Officer, North America:
Leslie Sims
Executive Creative Director, North America:
Joao Coutinho
Creative Director Copywriter:
Pieter Melief
Creative Director Art Director:
Felipe Pavani
Associate Creative Director Art Director:
Ana Magalhaes
Associate Creative Director Copywriter:
Bruce Jacobson
Associate Creative Director Art Director:
Alan Vladusic
Art Director:
Caitlin Hickey
Designer:
Colby House
Copywriter:
Lindsay Dyer
Executive Director of Integrated Production:
Greg Lotus
Producer:
Taylor Schomann
Executive Music Producer:
Theresa Notartomaso
Associate Music Producer:
Alex Allen
Print Producer:
Jack Hughes
Business Manager:
Brian Enright
President, Technology and Business:
Joe Rivas
VP, Account Managing Director:
Britta Dahl
Project Manager:
Pat Woodward
Senior Strategist:
Liz Chabot
Associate, Strategy & Insights:
Sophie Cooper
COO Integrated Media:
Jennifer Kohl
Media Director:
Melissa Shimizu
Media Supervisor:
Jennifer Peitz
Production Company:
Maavven
Production Company:
Hound
Director:
Philippa Price
Director of Photography:
Jordan Black
Executive Producer:
Coleen Haynes
Executive Producer:
Jamie Miller
Production Services:
Papaya Films
Editorial:
Sunset Edit
Editor:
Cami Starkman
Color:
Framestore
Post Production:
ntropic
Music:
You Too Can Woo

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