Air France-KLM Cargo

A well-known brand all over the world. We are asked to devise an international campaign to underline AF-KL Cargo’s leading position. To present this mark as a descriptive norm. With their corporate clients, agents and infuentials.

From conversations with the target audience, we analyzed that fear plays a major role in international freight transport, each sender feels that the goods are vulnerable. As long as they arrive unscathed. Because they need to stay fresh, are fragile, easily damaged, need quick delivery, are life-saving, sometimes because they are live animals. The owner is very concerned about it. Therefore, they want a carrier with a lot of experience and an excellent reputation.

We show that vulnerability. And the gratitude over the happy ending. Air France-KLM Cargo makes the exciting journey go perfectly. Human, smile, relief. With smart behavioral techniques and a tone that appeals to people everywhere.

The campaign is running in all countries except Australia. These images are the foundation. For each specialty (such as live stock, high tech, automotive, etc), we create additional promotions.