Emirates: Moai

Credits:

Advertising Agency: SAATCHI & SAATCHI, Frankfurt, GERMANY

Eberhard Kirchhoff Saatchi & Saatchi Creative Director
Petra Sievers Saatchi & Saatchi Art Director
Michael Muck Saatchi & Saatchi Copywriter
Stephan Pfeiffer Saatchi & Saatchi Copywriter
Burkhart von Scheven Saatchi & Saatchi Executive Creative Director

Date of 1st Implementation: 04.10.2006

A simple idea to make it clear to passengers that there is a higher free baggage allowance with Emirates. The concept was presented with a photo montage: a real Moai was digitally placed on the baggage conveyer. This Moai was used to create three sculptures made of fire-proof plastic and the surface looked like it was made of real stone. They were then attached to three conveyer belts so that they could go around in circles without falling over. The airport in Munich was an ideal location as the baggage conveyer belts stand free in the room and are filled centrally. The Moais went round in circles for three months.

The users of such a free-baggage allowance were addressed in the place where they are particularly aware of the weight of their baggage: right at the baggage claim area. Also, it is a place where you have to wait for a long time and you can get bored easily. The figure, which really can’t be missed, is attention-catching and gives you something to talk about.

The Moais were a real attraction for the people waiting at the baggage conveyer belts. Finally something interesting to look at whilst waiting! Every daily newspaper in Munich reported on it, as did important business publications such as “Manager Magazin”. About 700,000 viewers.