Brand Campaign
Overview
We were engaged to develop the Australian launch campaign for United Airlines’ 787 Dreamliner services across all local routes.
An insight emerged that shaped the creative strategy: Australians are intrepid by nature, with a long-standing passion for travel to the United States. United Airlines offers one of the most extensive networks throughout the Americas, connecting travellers to destinations beyond the reach of many other carriers.
Our approach was twofold: to spotlight the arrival of the 787 Dreamliner while celebrating United’s network of over 280 destinations across the Americas. We crafted a visually rich campaign that moved away from conventional postcard-style travel imagery, instead creating a series of surreal dreamscapes that captured the spirit of expansive, imaginative travel.
The campaign ran across video, out-of-home, digital display and social media channels.
The response was overwhelmingly positive, with the dreamscape visuals attracting millions of likes, shares and enthusiastic feedback. Notably, the imagery was selected for inclusion in Lürzer’s Archive ‘200 Best Digital Artists Worldwide’ 2021 edition.
Dreamers Welcome
Brand Campaign, Digital Campaign, Strategy, Concept Development, Copywriting, Art Direction, Design.
Created for:
Dentsu mcgarrybowen – New York
Thanks to:
Production & Post co.: Resolution Design www.resolutiondesign.com.au
Aerial Photography: Jeffrey Milstein – Golf Course + Central Park images www.jeffreymilstein.com
Dreamers Welcome.
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