Thjnk Berlin hired our team under the Cobblestone brand to produce a massive travel concept for their client Austrian Airlines. The agency's goal was to create a campaign around the feelings we have when traveling, and to promote those feelings as the message. Our tonality was to be charming, casual but the same time premium.
Prepared to experience the most harrowing series of Jetlag, a small team set out to tour the world and shoot in Paris, Vienna, Bangkok, Krabi and New York. The challenge was to not only shoot a campaign around the world, but also to produce the campaign assets through different stories that hit a variety of target audience personas from family travel to business, food lovers or those who travel after relaxation. Every story also had a value-based as well as price-based messages to create content around. This is why we set out to shoot the scenes in such a way that they could be used very flexibly according to the so-called "modular principle", allowing innumerable editing variations and formats to be generated from the material. Additionally we produced a parallel narrative "Take off to Holidays" for B2B use.
"Conceptually, flying with Austrian Airlines is already the beginning of our holiday or our journey, and to underpin this, we drew optical analogies between the experience in the plane and the experience at the destinations," depicts our director Cadmo Quintero. "People were of great importance in these spots. We worked with good actors, great characters, who have the ability to be expressive with minimal and subtle facial expressions. We were looking for actors who give the audience access to their essence and soul. At the same time, we "simply" looked for exciting and unique types/originals independently of actors. People who stand for a certain normality and are interesting at the same time. People who live out their emotions in front of the camera. Especially since it's about travelling, the cast should have an international effect and be characterised by diversity."
The campaign content was distributed through TV, print, OOH, DOOH, POS and events, websites and all the social media platforms out there.
CLIENT Austrian Airlines
CAMPAIGN "The Charming Way to Fly"
AGENCY Thjnk Berlin GmbH, Stefan Schulte
DIRECTOR Cadmo Quintero
DOP Franz Paul Lustig
EXECUTIVE PRODUCER Juri Wiesner
PRODUCER Thomas Lohann
ASSISTANT PRODUCER Christiane Böhm / Kimberley Krump
1ST AD Nikolaus Sauer
1ST AC Daniel Erb
2ND AC Max Hollmüller
DIT Vincent Zettl
GAFFER Martin Bauer
KEY GRIP Emmanuel Aubry
GRIP Gernot Danninger
SFX Roman Schneller