Staff Reporters
Feb 6, 2025

Japan Airlines campaign ropes in Liverpool football stars

Created by Jellyfish, the campaign is focused on key markets including Singapore and Thailand.

Japan Airlines campaign ropes in Liverpool football stars

Japan Airlines has leveraged being the official airline partner of the Liverpool Football Club (LFC) for its latest campaign ‘You Mean the World’. With both creative and media handled by Jellyfish, the campaign is underpinned by Japan Airlines’ spirit of omotenashi or selfless hospitality.

The digital OOH element of the campaign features 3D scans of LFC stars Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in ‘seats’ made out of cherry blossoms, feathers and butterflies. These backdrops are said to contain symbolic meaning—with crane feathers for tranquillity, butterflies for excitement, and cherry blossoms for renewal. The art director is Andrew Stone and the copywriter Adrian Thomas. 

Minako Kent, managing director of global marketing, Japan Airlines said, “Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when traveling with us to destinations around the world. We want every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”

‘You Mean the World’ focuses on priority markets such as the UK, the US, Singapore and Thailand and is playing out over connected TV, online video, social media, and digital OOH.

Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

28 minutes ago

Sweaty Betty kicks off campaign focused on leg

'Wear the damn shorts’ empowers women to embrace their legs and challenge beauty standards.

35 minutes ago

Is a four-day working week viable for adland?

A small number of agencies have embraced the four-day working week, and while agency leaders seem to be up for it, there are a few hurdles to overcome before it can become a more general reality.

55 minutes ago

Adidas and FCB create performance shoe for runners ...

Three years in the making: After rigorous testing and development, the product is set to launch in 2026.

1 day ago

How smarter mobile ads are beating big-budget ...

Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.