There’s a map out there that doesn’t copy the national borders of Japan. At least, not the Japan we are used to. We’re talking about Nippon country where traditions merge with hospitality and the highest levels of comfort. A state where 5-star services entwine with world-class tastes to deliver a one-of-a-kind experience you won’t soon forget. An adventure that unfolds hours before you arrive to your destination. No, this isn’t the Japan you already know. This is “Japan Elevated,” All Nippon Airways‘ (ANA) latest ad that kindly and creatively addresses affluent millennial travelers.

Ahead of the 2020 Summer Olympics in Tokyo, the airline wants to reinforce its image as a world leader in the international airways market as well as strengthen its bonds with the US market and the younger audience. The effort to deepen their commitment includes a series of 30-second, 15-second, and 6-second videos. The short videos will be broadcasted across a range of online media and were developed by creative agency VMLY&R, ANA’s US agency of record.

“ANA is unique in the airline category, delivering an experience that brings people the fine quality of Japan in a way that is uniquely authentic and inspiring,” says Mika Hayama, Director, PR & Branding of the Americas. “We create an air of extraordinary during our flights that give passengers a glimpse of Japan before they arrive in Japan. We are excited to partner with VMLY&R to launch this campaign, which brings to life the dreamlike experience of traveling with ANA,” notes Hayama.

The recent campaign comes as the first for ANA from the New-York-based agency, following winning the business in late 2017. The creative agency has been working hard to grow the brand in the US market via research and brand strategy in addition to creative development.

“Millennial travelers are a critical audience, and the U.S. is a new key market for ANA” explains Jason Xenopoulous, North American Chief Creative Officer at VMLY&R, in a press release. “These types of travelers tend to enjoy authentic experiences. As a premium airline in Japan with #1 status, we wanted to help increase the awareness of ANA for Americans, so they look to select it for their next flight,” he continues.

To craft the campaign, the creative and media teams of the agency came together and formed a great coalition while developing the mesmerizing project. The agency took care of all media, with efforts to further drive awareness about the airline to the millennial targets. Media partners include Condé Nast Traveler, Expedia Group, Matador Network, The Daily Podcast and more.

The spot’s director, Phillippa Price, who has been behind music videos and live performances for Pharrell, Alicia Keys, Drake, and Rhianna among many others, adds: “The concept had me at ‘dream in the sky’. I am very selective with my choice in commercial projects …but it was great to work with a client and agency that were willing to push the commercial boundaries stylistically and keep the artistic integrity of the original concept.”

Now, if you’re not that lucky to be in Japan right now or travel to New York, Los Angeles, Chicago, Seattle, or Houston, we invite you to hop on this virtual adventure created by VMLY&R for ANA. It will make you feel like you’re actually on a plane, with the best services spinning around you. Embark on this experience and enjoy every visual treat that the creatives have prepared for you.


Client: All Nippon Airways

Agency: VMLY&R