Japan's ANA airlines targets millennial Americans with this trippy ad
Music video director Phillipa Price helms first work for VMLY&R
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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