Japan Airlines campaign ropes in Liverpool football stars

Japan Airlines has leveraged being the official airline partner of the Liverpool Football Club (LFC) for its latest campaign ‘You Mean the World’. With both creative and media handled by Jellyfish, the campaign is underpinned by Japan Airlines’ spirit of omotenashi or selfless hospitality.

The digital OOH element of the campaign features 3D scans of LFC stars Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in ‘seats’ made out of cherry blossoms, feathers and butterflies. These backdrops are said to contain symbolic meaning—with crane feathers for tranquillity, butterflies for excitement, and cherry blossoms for renewal. The art director is Andrew Stone and the copywriter Adrian Thomas. 

Minako Kent, managing director of global marketing, Japan Airlines said, “Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when traveling with us to destinations around the world. We want every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”

‘You Mean the World’ focuses on priority markets such as the UK, the US, Singapore and Thailand and is playing out over connected TV, online video, social media, and digital OOH.