my contributions:
FIRST MONTHS OF CREATIVE RESEARCH
CO-CREATING COPY FUNDAMENT
& CAMPAIGN TONE OFย VOICE
CO-WRITING THE PAY-OFF
It was the winter of 2010 David Warner (ECD) and Craig Lovelidge (CD) of Strawberry Frog invited me to join their creative team working on the new global brand platform for Emirates. April 2012 Emirates'ย 'Hello Tomorrow' campaign launched.ย An integrated marketing communications campaign with a new brand promise as Emirates continuedย its evolution from a travel brand to a global lifestyle brand. Our campaign positionedย the global airline as the enabler of global connectivity and meaningful experiences.
In copy youโll notice that โTomorrowโ is referred to as an entity on its own. I intended to portrait โTomorrowโ as if it is someone you can actually meet and share thoughts and experiences with. As if โTomorrowโ has a mind of its own, inviting you to engage.ย I meant it to ensoulย the tomorrow inย the pay-off we conceived for Emirates: โHello Tomorrow.โ
Rather than focus on sleeper seats and in-flight meals, we wanted to take ownership of this new, highly inspiring global mindset. 'Hello Tomorrow'ย is an open-arms greeting to our new borderless world, and positions Emirates as the first real global airline, inspiring interconnectedness and open-mindedness among every class of traveler.
the thinking behind the campaign
Emirates is not just offering a way to fly people from point A to point B, but is the catalyst to connect peopleโs hopes, dreams and aspirations:ย Connecting people and cultures creating relevant and meaningful experiences that are shaping the world.
โโโโโโโbillboard
all photography by Maurice Heesen
Amsterdam:ย where thisย campaign was born!
Milan & Wellington
London
The campaign launchย featuredย print, TV, digital advertising including some iconic billboards fromย New Yorkโs Times Square toย Milanโs central train station. A series of vibrant messages that represent the spirit of Tomorrow โ Tomorrow Brings Us Closer to; New People, New Experiences, New Styles, New Friends, will bring Emiratesโ new vision to the marketplace. Later I would also be invited by HAVAS Amsterdam, to help the creative team there find the right tone of voice for Emirates' social media campaign.
Bangkok &ย New York
the image on the right is not just a cropping of the left one... Notice how cultural differences censor creative output...
'Hello Tomorrow'ย is about inspiring people to greet tomorrowโs unlimited potential, now. 'Hello'ย is a greeting, an invitation to a person, a place or an experience. 'Tomorrow'ย isย the unlimited possibility of the future,ย a time, a place, a state of mind, a person you love to get acquainted with.
'Globalistas' represent individuals who areย living for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled. The โglobalistaโ is not defined by typical demographic statistics but by the places they have visited and the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar.ย Emirates is the brandย that is enabling this global lifestyle.
Dublin
As the world becomes more interconnected, borders are being blurred and people are more mobile and globally engagedย than ever before; they are connecting, creating and sharing ideas that are propelling the world forward.ย Emirates is extending an invitation to try the unfamiliar, create new ideas, and form new visions. Our theme encapsulates lifeโs potential and embracesย the future with all the possibilities it holds.
Emirates represents these global individuals who we call โglobalistas.'ย They are Emirates' customers and also theirย multi-cultural work force which is made up of more than 105.000 people from over 165 different nations.ย Our campaign demonstratesย the transformative power of travel when people of different talents and cultures connect, exchange perspectives and create new ideas together โฆ 'that tomorrow truly has many authors'.
Dublinย Connoly Station
Dubai International Airport
Emirates became the worldโs fastest growing airline. Emirates recorded their highest net profitย and was awarded 'Airline of the Yearย 2012' by the Centre for Aviation.
My modest contributionsย do not hold up compared to the months of excessive hard labour by theย Strawberry Frog team in Amsterdam and especially byย David Warnerย (ECD) andย Craig Lovelidgeย (CD).ย Infinite respect and big thanks to them for inviting me and Paul Best (art) to work with them,ย Kevin McKeon, Jason Koxvold andย Todd Beebyย on this fantasticย project.
