The #WEAREALLCHAMPIONS campaign was the first global brand campaign that I worked on. The key objective of the campaign was to help move brand imagery from one of just an airline to one that looks to celebrate the spirit of champions, dream chasing and all-round positivity. We launched the campaign with a video commercial featuring all of AirAsia’s global brand ambassadors.
Roberto Carlos, Ben Proud, Azizul Awang and David Foster, alongside AirAsia Allstars featured in this piece with the backing music provided by American mass media company 88rising and its Indonesia R&B artist NIKI.
Master video
For this large scale campaign, we plastered the main message on all visual touch points from the brands social mastheads to each employee signature. Each link brought those who clicked it back to the master video.
In addition to digital, we also painted the town red, buying a series of OOH placements across the Malaysian capital.
For the sustenance phase to the campaign, we developed a series of collectable 'trading' cards - featuring the brands global ambassadors as well as the people and departments that help make AirAsia the brand it is today.
Tying in the Santan in-flight food brand into the campaign, the collectable cards were available with every pre-booked meal prior to take off. We ran a competition to 'collect all 10 cards' with the incentive of winning 10 free flights to any Asean destination that the airline fly to.
