VMLY&R creates its first campaign for All Nippon Airways

The New York office of VMLY&R has created a campaign for Japanese airline All Nippon Airways called ‘Japan Elevated’. The campaign intends to woo American travellers visiting Japan for the 2020 Summer Olympics, and is skewed towards affluent millennials.

The 30, 15 and six second long videos will run online. The official ANA page on YouTube also has an extended cut that runs nearly up to the two minute mark.

Speaking about the campaign, ANA’s director of PR and branding of the Americas Mika Hayama said “ANA is unique in the airline category, delivering an experience that brings people the fine quality of Japan in a way that is authentic and inspiring.

“Our flights give passengers a glimpse of the extraordinary by giving them the ability to experience Japan before they even arrive. We are excited to partner with VMLY&R to launch this campaign, which brings to life the dreamlike experience of travelling with ANA.”

VMLY&R North America chief creative officer Jason Xenopolous said: “Millennial travelers are a critical audience, and the US is a new key market for ANA.

“These travelers tend to enjoy authentic experiences. As a premium airline in Japan, we wanted to help increase the awareness of ANA for Americans, so they look to select it for their next flight”.

The director of the film Phillipa Price added: “The concept had me at “dream in the sky.” 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.”

Media partners on the campaign include Condé Nast Traveler, Expedia Group, Out Traveler, Matador Network, The Daily Podcast, The New York Times and iHeart Radio.


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