As part of its move upmarket, Air France is today unveiling a new brand video embodying its ambition to offer its customers the best of France and take elegance to new heights.
This video tells the story of an ascent, that of a bubbly, strong-willed woman, an elegant allegory to the airline. Wearing a red dress with an interminable train, she slowly climbs the Eiffel Tower, the iconic symbol of France the world over.
We see the heroine ascending the metal structure, dashing up its many staircases with grace and ease. A consecutive sequence of scenes, each in turn symbolizing the company’s many special qualities, evoke the airline’s universal art of hospitality, offer of French haute cuisine on board its flights and the special attention given to its younger travellers throughout the trip.
At the top of the tower, she crosses an imaginary and enchanting sea of clouds, evoking the special timeless moment that can only be experienced on board a plane. Her long train then ascends above the illuminated tower before metamorphosing into the red accent, the company’s brand symbol embodying its excellence and expertise.
This professional campaign titled 'Elegance is a journey' was published in France in May, 2022. It was created for the brand: Air France, by ad agency: Aura by Omnicom. This Film medium campaign is related to the Hospitality, Tourism, Recreation, Leisure, and Transport industries and contains 1 media asset. It was submitted over 1 year ago.
Client Manager: Sylvie Tarbouriech
Agency Managers: Anne Vincent, Matthéo Pressmar
Executive Creative Directors: Benjamin Marchal et Faustin Claverie
Art Directors / Copywriters: Julia Deshayes, Lena Monceau
CEO \Else & Head of TV: Maxime Boiron
Creative Producer: Benoit Duchemin
Production: Excuse My French / Smuggler
Director: Brian Beletic
Executive Producer: Jérôme Rucki
Head of Production: Olivier Thaon
Post-production: Digital District
Post-producer: Carlota Xavier
Editor: Walter Mauriot
Music & Sound: \ELSE
Head of Sound & Music: Olivier Lefebvre
Music Supervision: Ferdinand Huet
Sound Director: Fanny Mithois
Sound Engineer: Matthieu Seignez
Coordination and VO: Mélanie Bourdet
Business Affairs: Marion Le Guluche
Title of the song: Les Moulins de mon coeur
Authors: Marilyn Bergman, Alan Bergman
Adapter: Eddy Marnay
Compositor: Michel Legrand
Performing Artists: Juliette Armanet, Corentin Kerdraon
Arranger: Julien Jaouen
Mix: Marlon B
Mastering: Alex Gopher
Editor / Label: Romance Musique.