BETC a été créée par Rémi Babinet, Mercedes Erra et Eric Tong Cuong. Depuis, BETC s’est largement développée, et compte aujourd’hui 750...read more
March 27, 2014
“Air France, France is in the air” is daring to be different to carry the ambitions of the Transform 2015 plan.
Created by the agency BETC, the new campaign consists of 6 visuals illustrating the services offered by Air France: the comfort of the A380, the new La Première cabin, the new Business cabin, gastronomy, the network and Sky-Priority (priority channels at more than 1,000 airports). It is supplemented by 12 visuals depicting iconic destinations served by Air France (Paris, New York, Brazil, China, Japan, Africa, Italy, etc.).
This new campaign will be unveiled in printed media in 12 countries (France, Germany, Brazil, Canada, China, Spain, USA, Italy, Japan, Russia, Senegal and Switzerland) as well as on the internet, social media and on the radio.
The visuals, created by the Argentine photographers Sofia & Mauro, create an effect of surprise by mixing heritage and modernity, while echoing Air France’s past as a renowned poster specialist. Pleasure, youth and vitality emerge from images of the Moulin Rouge, the French Revolution, the Sun King, master chefs and haute couture.
The airline’s eminently French character and the notion of the pleasure of traveling with Air France are illustrated in a fun, lively and exciting message, in line with the French lifestyle.
The bright and offbeat tone creates a form of affinity and proximity with the public.