Emirates Airlines ‘Become a detourist’ campaign
IntentFocus on storytelling that highlights the joy of discovering hidden gems rather than just visiting famous landmarks. Align with Emirates’ brand image of discovering new destinations.
The challengeCreate a design structure that would enable an efficient roll out of creative assets across multiple billboard sites and online platforms.
DeliveryThis full scale campaign saw us take over bus stops, train stations, tv, radio, and social. taking people on a detour as they went about their daily commute. The campaign featured on over 120 billboard sites between Sydney and Melbourne including a takeover of Melbourne’s Flinders St Station.
Emirates launched a campaign to encourage travellers to journey on the off beaten track. Through this campaign we were tasked with finding some hidden gems in large cities.
My role was bringing the concept to life across static and animated media. I sourced stock imagery and footage to use and to then came up with a design structure for animated out of home and social media platforms. I chose striking imagery and then brought these scenes to life through clever editing and retouching.
