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American Airlines had redesigned their logo, but then proceeded to do nothing with it. In order to stand out as not only the world’s largest airline but the world’s greatest airline, we created a beautiful campaign that transformed this logo into a metaphor for flying. By using the flight symbol as a focal point, we turned a piece of our long-standing heritage into a modern icon, its shadow a symbol of our leadership and where we’re moving forward. By featuring the symbol casting its shadow over spectacular landscapes, we also reminded people that there is more to flying than simply getting from point A to B.
The set of out-of-home print pieces was featured in New York City’s Wall Street Station.
The posters were featured at American Airlines' event spaces at the Sundance and Spirit Awards. Because this audience of high-value, frequent flyers was already aware of American Airlines and the products we offer, we didn’t need to talk about ourselves. Rather, we chose to remind these flyers of our leadership and relevance in the category with sophisticated and modern imagery that nodded to their expertise in flying and showcased American Airlines as a brand for people like them—today’s flyers. Our audience responded positively to the imagery and engaged in the conversation. Many were overheard having conversations about the destinations featured while others shared travel advice. The outcome of this work and the conversations it sparked was increased brand engagement and perception through word of mouth. Moreover, these posters validated our approach to the client, showing them how behaving like a leader in the category can effectively begin transitioning American from a legacy brand to a modern icon in the eyes of their flyers.