Saatchi & Saatchi Indonesia’s new campaign shows it’s more interesting to fly Air Asia

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AirAsia1.jpgAirAsia2.jpgSaatchi & Saatchi Indonesia has created a new TV campaign to launch AirAsia’s new communications platform. The ads show people faking photos on their social media status to try and come across as more interesting.

It builds on Air Asia’s umbrella strategy, ‘Now everyone can fly’ and adds fun and humour by utilizing the universal insight that people are using social media pretending to be more interesting than they are.

Saatchi & Saatchi ECD Alex Tagaroulias said: “Social media is starting to cause stress amongst its users. They’re posting things to make themselves look amazing even if they need to bend the truth to do so. We thought we’d tap into this cultural phenomenon. In a humourous way of course!”

The series of quirky ads were directed by South African Bevan Cullinan and produced by FatBelly out of Jakarta.

Credits:

Agency: Saatchi & Saatchi Indonesia

Production Company: Fat Belly Pictures

Director: Bevan Cullinan

Exec. Creative Director: Alex Tagaroulias

Art Director: Eddu Enoary Eigven, Andra Miyanka

Copywriter: Alex Tagaroulias

Agency Producer: Fiully Santini

Account Director: Marissa Thalib

Post Production: Prodigi House

Editor: Reggy Jocom

Music & Sound Production: Sound Village