For the last few weeks, we watched many innovative and impactful ad campaigns and ad films from different brands, including #CelebratingGood from Tata Motors, #RishtonkaCelebration from Mother Dairy, #OruTeaSollunga from Tata Tea etc.
Now, AirAsia has crowdsourced a campaign film titled #FlightsOfImagination that shows the timeless human desire to fly.
Flying is a great fascination for all of us and we flew many times in our mind, before taking our first flight.
With its creative partner Wunderman Thompson, Airasia launched a campaign film called ‘Flights of Imagination’, with many moving frames in lockdown that captures the desire of humans to fly. The film beautifully visualised the joy of flying. It conveys the fact that, even we are grounded as humans, we will not stop flying.
For enhancing the visual experience, there is a good sound track that weaves many elements of sound design like the flap of wings, the whistle of the wind, birds, swing etc. with the lilting vocals to add the essence of personal human feeling.
Priya Shivakumar, national creative director, Wunderman Thompson India, who is also the writer and director of this film says that flying is more than getting into an airplane.
Shivakumar said, “We realised that flying is a lot more than getting on an airplane. It’s an emotion we connect with right from the time we are children. It represents so many things to us: freedom, dreams, possibilities, as many interpretations as there are people really and that’s what we wanted to capture with this film. When you look at where our flights of imagination have taken us as humans, it makes flying so personal and meaningful to us. And that’s when we know, nothing can ever make us stop flying…. that’s the soul and the power of the idea and that’s the story of hope and the human spirit we wanted to tell for Air Asia during these times.”
The film got a great response in the media. When other brands in the travel industry paused their campaigns, Airasia is engaging with the customers. They are always trying to spread happiness and positivity.
