The objective of this campaign was to promote Emirates' latest destination, Oslo, Norway. It’s 36th in Europe.

The primary focus was on leisure travel to stimulate bookings from both new and existing Emirates customers. Corporate travel would be generated by default as Emirates would be the only airline offering a 3 class configuration (Norwegian offered seasonal direct flights but only provided economy class, and Qatar Airways' route included a stop in Doha).

Impact BBDO were to provide the master offline assets, and we were tasked with delivering all digital assets.

Due to high workload within the studio, I handled the digital artworking responsibilities for this brief, in addition to my usual account management and project management responsibities. I was required to create the initial copy document and storyboards, as well as producing the final artwork.

We had decent lead times for this campaign, which gave me scope to consider how to make the creative more engaging through animation. As a route launch, Emirates wanted the creative to be impactful, so this was our primary challenge, in addition to the frequent requirement for English (left-to-right) and Arabic (right-to-left) artwork variants.

To make the creative more engaging, I proposed animating the lead image. Starting with a dark sky, we would gradually illuminate the night sky with the Northern Lights. To do this, I was required to do a bit of editing/retouching on the image. The client loved this idea and signed it off.

We were able to use our English & Arabic templates as a base for this campaign as the bespoke animation was only focused on the image layers. This helped to reduce production time and stick to the allocated deadline.