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Ad of the Week: Air France, France Is In The Air


Posted by Eliza Williams, 28 March 2014, 11:50    Permalink    Comments (7)

A striking print campaign is a rare treat these days, so it's exciting to see this new work for Air France from BETC Paris, which mixes witty visuals with bold branding to create an entirely new look for the airline. The campaign is our Ad of the Week.

The ads are a mixture of visuals advertising Air France's services, and others promoting the destinations served by the airline. Shot by Argentine photographers Sofia & Mauro, the imagery at the centre of the work playfully draws on clichés associated with the various countries featured: France itself is perhaps most sent up, with one poster featuring a woman dressed in a beret, with the Eiffel Tower peering over her shoulder, while another – to advertise 'la premiere suite' – sees another woman reclining in Marie Antoinette-esque splendour.

Air France has a long heritage in poster design, stretching back to the 1930s, and these posters, while modern in tone, reference some of the colours featured in the airline's classic posters. Below are two examples of posters from the 1930s:

The new work also marks a fairly radical departure from Air France's recent branding, which while supremely elegant, was restrained in both colouring and style (two examples of posters from 2009 are shown below). By contrast, this new campaign is positvely exuberant.

As well as a chance in style, the new campagin also sees the introduction as a new tagline for the brand, the first for 15 years. 'France Is In The Air' will appear in English across all the print and poster work, which launches in 12 countries next week.

Agency: BETC Paris
ECD: Rémi Babinet
Creative directors: Florence Bellisson, Ivan Beczkowski, Christophe Clapier
Creatives: David Soussan, Nathalie Dupont, Marie-Eve Schoettl, Pierre Boutin, Michael Madou, Pierre Caurret
Photographers: Sofia Sanchez & Mauro Mongiello
Production: Rita Productions, BETC


very classy and creative with individual stories in each.
Scott Lillico
2014-03-28 18:11:37

Such a great campaign. Amazing!!!
2014-03-29 16:00:51

How can I purchase some of these posters? Are they for sale? Thank you for your reply in advance. Alex Lindsay
Alex Lindsay
2014-03-31 20:50:23

Very the look.
tim kelly
2014-04-01 13:03:35

I find it hard to believe that the new Air France ad for the A380 is an incredible/wonderful homage to the recently deceased Alain Resnais' "Last Year at Marienbad". And just like the movie still, the only things that cast a shadow are the people in the original and the jet in the new ad. I hope others recognize this appropriate homage.
Regards, John Campagna
John Campagna
2014-04-02 22:04:41

I would like to know too where to buy the posters!
Adriano Nez
2014-04-12 20:40:36

As John Campagna points out, homage is needed - especially in this particular case...

2014-05-21 11:28:00

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