You have probably seen the Air France ad Making the Sky the Best Place on Earth. The film is now the most popular corporate ad campaign by Air France, with its popularity rivaling Emirates When was the last time you did something for the first time.
The Air France ad was created by choreographer Angelin Preljocaj with the BETC Euro RSCG agency.
It's filmed on a mirror reflecting only sky and dancers, Benjamin Millepied and his dancing partner Virginie Caussin deliver a poetic metaphor of flight to express Air France’s brand promise: «Making the sky the best place on earth. Released on September 15th, 2011 to wide acclaim, the film has maintained the top charts of great airline ads.
According to Air France, the new ad celebrates "the positive values of French culture that differentiate the company: refinement, elegance and the art of quality living".
The film was created without special effects. Filmed on a mirror reflecting only sky and dancers, Benjamin Millepied and dancing partner Virginie Caussin deliver a poetic metaphor of flight. The two dancers move confidently between heaven and sky, taking flight and surrendering fully to the pleasure of the journey.
The film embodies Air France’s brand promise - ”Making the sky the best place on Earth” - celebrating the positive values of French culture that differentiate the company: refinement, elegance and the art of quality living.
The choice of the dance expresses the culture of excellence and rigor for which Air France is known, in a universal language with emotional appeal, used by the company in inviting all to be a part of the trip.
As noted by Angelin Preljocaj, «this film is a story of travel and of trust. They are the values expressed through the qualities of Air France, of confidence and peace of mind.»
«This film illustrates Air France’s vision of the journey: to make the sky the best place on Earth. It symbolizes the relationship between Air France and its customers,» said François Brousse, Air France’s communications vice-president.
You can watch the film here:
The Air France ad was created by choreographer Angelin Preljocaj with the BETC Euro RSCG agency.
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| Air France, Making the Sky the Best Place on Earth |
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| The choreography was performed on mirrors reflecting only the sky |
According to Air France, the new ad celebrates "the positive values of French culture that differentiate the company: refinement, elegance and the art of quality living".
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| Air France: The two dancers deliver a poetic metaphor of flight in the choreography |
The film embodies Air France’s brand promise - ”Making the sky the best place on Earth” - celebrating the positive values of French culture that differentiate the company: refinement, elegance and the art of quality living.
The choice of the dance expresses the culture of excellence and rigor for which Air France is known, in a universal language with emotional appeal, used by the company in inviting all to be a part of the trip.
As noted by Angelin Preljocaj, «this film is a story of travel and of trust. They are the values expressed through the qualities of Air France, of confidence and peace of mind.»
«This film illustrates Air France’s vision of the journey: to make the sky the best place on Earth. It symbolizes the relationship between Air France and its customers,» said François Brousse, Air France’s communications vice-president.
You can watch the film here:
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