BEAUTIFUL THINGS by M&C Saatchi Abu Dhabi for Etihad Airways

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BEAUTIFUL THINGS

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Industry Airlines
Media Film
Market United Arab Emirates
Agency M&C Saatchi Abu Dhabi
Production Rogue Films
Released November 2013

Awards

Dubai Lynx 2014
Craft: Film Film - Cinematography Bronze

Credits & Description

Client ETIHAD AIRWAYS
Product AIRLINE
Entrant M&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
Type of Entry: Craft: Film
Category: Film - Cinematography
Title: BEAUTIFUL THINGS
Product/Service: AIRLINE
Entrant Company : M&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
Advertising Agency : M&C SAATCHI Abu Dhabi, UNITED ARAB EMIRATES
Media Agency : MEDIACOM Abu Dhabi, UNITED ARAB EMIRATES
Production Company : ROGUE FILMS London, UNITED KINGDOM
Production Company 2 : PATHFINDER Mallorca, SPAIN
Tom Macfarlane Executive Creative Director
Barry Brand Creative Director
Tom Macfarlane Copywriter
Alex Taylor/Barry Brand/Michael Andrews Art Director
Cabell Hopkins Agency Producer
Akanksha Agrawal Account Supervisor
Joe Hanrahan Producer
Dave Edwards Director
Andy Mcgraw Editor
Mpc Post Production
Bobby Darin/Beautiful Things Music
Jaime Feliu/Torres Director Of Photography
Stitch Editing Company
Production Manager Shion Hayasaka Other Credits
Brief Explanation:
When the agency were appointed to handle Etihad’s communications globally, our task was to develop a brand campaign that reinforced Etihad as the World’s Leading Airline, reasserting Etihad’s premium brand positioning with a strong and distinctive new look and tone of voice. We needed to identify a compelling proposition to differentiate Etihad and change the competitive benchmark from aviation to the hospitality industry at large. An airline that has always flown ‘guests’ rather than passengers, Etihad is inspired by best-in-class hospitality across the world. We developed a campaign with the endline, ‘The World is Our Home, You are Our Guest’. For the TVC, we brought two worlds together with beautifully shot split-screens. On one side, inspiration from far-flung places; on the other, how that translates into the Etihad experience. The visuals were rich and cinematic, exuding luxury. Every detail was carefully art directed and brought to life with complex lighting setups, using flair and texture in front of the lens to create a unique style. Add to this the smooth sophistication of a classic Bobby Darin track and you have a film that delivers a modern premium airline to a global audience in a new and refreshing way.