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Role

Client

Video Production

Animation

Development

Lead Designer

All Nippon Airways

Great Big Story, CNN

Studio 4C

Jasper Linsen

A two year campaign, split into two themes that are intrinsically connected to ANA's brand values - genuine attention to detail and incredible hospitality.

 

The goal of this campaign was to raise brand awareness by presenting real experiences of people visiting Japan and encountering the incredible hospitality of Japanese people.

The first part of this campaign focused on the concept of Omotenashi, the Japanese tradition of providing detailed service to allow guests to spend a relaxing and memorable time by putting customers first. 

This concept of hospitality is so ingrained in the atmosphere that has an almost spiritual feel to those visiting. So, focusing on Japan's folk tales, we wanted to bring those characters to life following our guest as they experienced Japan.

This concept of hospitality is so ingrained in the atmosphere that has an almost spiritual feel to those visiting. So, focusing on Japan's folk tales, we wanted to bring those characters to life following our guest as they experienced Japan.

The second part of this campaign focused on first person real accounts of genuine acts of kindness experienced by people while visiting Japan. These stories were found on travel blogs and social media and give a glimpse into the kindness of Japanese people.

The inspiration for the visual aesthetic of this second stage of the campaign needed to feel distinct from the previous approach, while still being based on illustration - we opted for a digital take on the papercut illustration that the client was very fond of.

The illustrations would be presented in short looping animations, focusing on the scenes of the story - the places, settings, objects, details. This represents the attention to detail, a core value for ANA.

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