Fly the Branded Skies

Flyby Wire:  June 23rd, 2013

Welcome to the sixth issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, it’s the annual Cannes issue! Who won? Who lost? Who got blackout drunk and passed out on la Croisette? It’s all here! Except for “who lost” and “who got drunk,” because we keep things classy.


  • We missed this last week, but it’s charming so we’ll post it anyway. Air Malta evokes the spirit of its home islands with candles on a beach. Agency: BRND WGN, Naxxar
  • Malaysia Airlines launches a new campaign under the theme line “Journeys Are Made By the People You Travel With.” The campaign includes a substantial social presence. The target audience is old-school suitcases. Agency: Ogilvy & Mather, Kuala Lumpur
  • A new spot from Lufthansa is only available in German, but I assume it’s something about business travellers being babies? Here comes the airplane! Agency: Kolle Rebbe, Hamburg. Source: Airline Stuff


  • Southwest Airlines celebrated 25 years of sponsoring SeaWorld with a special livery named “Penguin One.”


  • KLM’s Flying Blue frequent flier programme launched an elaborate game in which you can win points for finding the elusive Mr. Miles. Agency: RAPP, Paris


  • American Airlines has introduced a new nail polish to match the silver of their newly painted planes. The color, named 2 Park after the address of oneworld headquarters in New York, is available only at the manicure bar at Heathrow’s Admirals Club. Source: Jaunted (Disclosure)



This week, the Cannes International Festival of Creativity brought together people from around the world to recognize the world’s best case study videos advertising. Here are the airline campaigns that won:1


If you have any tips, e-mail me or tweet them at @brandedskies. See you next week!

Image credits: Cannes Lions, Widerøe, Air Malta

Updated June 26, 2013: Added link to Abu Dhabi Air Show work.

  1. The links to the Cannes Lions Web site are likely to disappear behind a paywall at some point in the not-too-distant future, so I have tried to include other links to the work as well. []