China Southern: Dreamliner by Crowd

China Southern Airlines has launched an out-of-home (OOH) campaign with the help of an independent global creative agency Crowd. With services to 65 international destinations, CSA tasked Crowd to raise awareness on the new long-haul flights from London to Australia, New Zealand, and South East Asia.

The advertising campaign was based on the 787 Dreamliner, China Southern Airlines’ newest aircraft.

The campaign aims to build awareness among flyers that CSA is an airline representing the best of Chinese culture: comfort, warmth and total care. The in-flight travel experience provides a hospitality for long-haul passengers including a range of western and oriental food, entertainment and fully flat beds in both business and first class. With class and comfort at the heart of CSA, travel would be like a dream.

The campaign depicts the relaxing experience that flying with CSA offers, whilst looking forward to adventures that await. The elements of the ‘dream’ are shown as a composite image with objects and landmarks shown in varying scales and positions on a cloud that is floating gently around the passenger’s slumbering head.

The advertising campaign started with a series of banners at the Epsom Downs Horse Races in August. The newest part of the OOH campaign includes several billboard adverts at the London Underground (Piccadilly, Paddington, Liverpool St, Waterloo and Victoria stations) from 19 of November.