Emirates

Live it All

The business for Emirates Airlines was up for a pitch. The brief required us to promote America as a destination for Indian travelers.

Now, the problem with that was that us Indians think that we’ve seen it all when it comes to America; all thanks to satellite television. The New York skyline, the Statue of liberty, the casinos of Vegas, the Grand Canyon, etc. were all staple to our small screen diets. The destination had lost its novelty without even being visited.

We proposed a campaign that showcased an America that seldom makes the cut for primetime entertainment, but makes for a lifetime’s worth of experiences. The campaign urged travellers to go beyond the conventional and LIVE IT ALL, opening windows into different cities across America. All accessible by flying Emirates.