A NEW MILLENNIUM: PHOTOS AND POETRY

From 1999, Air France entrusted its advertising campaigns to agencies working with talented photographers. Travel became a kind of space-time devoted to unique sensations.The frenzy of the 1980s gave way to the search for calm, simplicity, poetry, and zen.Under the creative management of Rémi Barbet, the film-maker Michel Gondry and photographers Nathaniel Goldberg, Nicolas Moore, Steven Klein and Christophe Millet created pure, weightless images.The poetic and minimalist message was designed to give meaning back to travelling: ‘Making the sky the best place on earth’. The designs featured the tiny aeroplane from the first posters, without which the airline would not exist.

In the 2000s, Air France took two approaches: passenger well-being, highlighted in the new campaign given to the photographer Camilla Akrans, and the airline’s commitment to protecting the planet, seen through the aerial photos of Yann Arthus Bertrand. Camilla Akrans’ lens brought to light the well-being felt by passengers, with their ‘dead’ time becoming time gained. Her images combine luxury and humanity. Both destinations and services are symbolised by a variety of objects flying through the sky, with the white line of their trail behind them. Yann Arthus Bertrand highlights the beauty and the fragility of the world with photographs taken from the air.

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AIR FRANCE, FRANCE IS IN THE AIR

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On 2 April 2014, Air France unveiled its ‘Air France, France is in the air’ press advertising campaign, with posters in 12 countries (France, Germany, Brazil, Canada, China, Spain, the United States, Italy, Japan, Russia, Senegal and Switzerland) as well as online, on social media, and on radio.

Created by BETC, this campaign featured 6 images describing the services offered by Air France: the comfort of the A380, the new La Première class, the new Business class, the cuisine, the network and SkyPriority (priority access in over 1,000 airports). It also featured 12 images highlighting iconic destinations served by Air France (Paris, New York, Brazil, China, Japan, Africa, Italy etc.).

‘Air France, France is in the air’ combines daring and renewal, showcasing the ambitions of the Transform 2015 plan.The images, produced by Argentine photographers Sofia & Mauro, feature a surprising mix of roots and modernity, while at the same time echoing the airline’s renowned history of poster design. Pleasure, youth and dynamism shine through with references to the Moulin Rouge, the French Revolution, the Sun King, master chefs and haute couture.

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The airline’s eminently French character and the concept of the pleasure of travelling with Air France are embodied in a joyful, lively and enthusiastic message that chimes with the French joie de vivre and way of life. The light, offbeat tone forges a relationship based on affinity and closeness with the public.

Fifteen years after ‘Making the sky the best place on earth’, Air France adopted a new slogan: ‘Air France, France is in the air’. It portrays France as open and international, highlighting the positive universal values associated with the country: the art of living, the unique French spirit, luxury brands and Michelin-starred chefs with a following both in France and abroad.

On 8 March 2015, continuing on from the campaign launched in March 2014, Air France launched its new advertising film ‘France is in the Air’ in France and five other countries (the United States, Brazil, Japan, China and Italy). Broadcast on television channels, in cinemas, via digital channels and on social networks, this advertising spot expressed both the airline’s openness to the world and its pride in offering a one-of-a-kind journey à la française – with elegance, inventiveness, and humour. It features the very best of France: a France that is positive, welcoming and inspiring, a shining light across the entire world.A few weeks after its launch, the new Air France advertising film had been seen over 8 million times on YouTube.

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