This week, Air France unveils its new campaign, “Air France, France is in the air.” The French agency behind it all, BETC, has slowly but surely been revealing the campaign with a series of posters. Featuring the amazing photography of Sofia & Mauro, bold design, and palettes to make any color-lover swoon, it’s a strong move in the right direction for the brand, and a reminder that advertising’s not so bad when it’s beautiful.
As of April 2nd, Air France’s big advertising push will officially hit the ground running. In the press, on posters, and digitally, the campaign spans 12 countries (France, Germany, Brazil, Canada, China, Spain, USA, Italy, Japan, Russia, Senegal and Switzerland). It’s, what we like to call in advertising, a 360-campaign, having elements in traditional media, but also on the Internet with social media. If the prints are any indication of the rest, we’re in for a treat and Air France is elevating to fun, modern, and new heights.
Argentinian photographers, Sofia & Mauro, were enlisted to shoot the campaign’s visuals. Of the collaboration, BETC says the photography “creates a lively and exciting message, in line with the French lifestyle.“ One glance at the duo’s (brilliant) experience with fashion photography and you realize they were perfect to the task of portraying the campaigns playful Parisian clichés. Here is where I’d make a joke about France, but thanks to the everyone’s effort, the country seems fun, sexy, and elegant. Damnit.
“[The photography] creates an effect of surprise by mixing heritage and modernity,” further comments BETC. As Creative Review points out, Air France has a long history of poster design, dating back to the 1930s. While their new campaign is modern in tone, it still embodies the palettes, elegance, and simplicity of their advertising’s past.
With advertising, brands are like curators of a public gallery. They pay money for space to display art. In turn, they get to stamp their logo over it. Don’t whinge because of this, instead be grateful, because at the end of the day, does it really detract from the beauty? Not so much. So support work that is good, such as Air France’s new campaign, and you’ll continue to see good work permeate the public domain. You can keep an eye the campaign with Air France’s Facebook, Twitter, Instagram, and Pinterest. To see more of Sofia & Mauro’s work, visit here, and to inquire about ordering prints, look no further than here.