Air France-KLM: France is in the Air? C’est Bon!

France (and Love) Is in the Air: A Look Back at One of My Favourite Brand Campaigns Ever

When it comes to brand campaigns, few stand out quite like Air France-KLM’s France Is in the Air. Launched about 9–10 years ago, this campaign remains one of my personal favourites—timeless, captivating and a shining example of smart, strategic, creative genius.

Elegance Takes Flight: A Campaign to Remember

The France Is in the Air campaign wasn’t just a run-of-the-mill effort; it was a masterclass in capturing the spirit of a nation through a brand. Its goal? To rejuvenate Air France by showcasing French culture, elegance and the premium travel experience the airline provides. It celebrated French heritage while embracing a modern, whimsical aesthetic.

I recall the campaign was everywhere, at least in Vancouver—print, digital, social media—spanning paid, owned and social channels. It was fun, fresh and impossible to ignore. The ads seamlessly blended art, culture, whimsy and joy with elegance, quality and heritage. They embodied the essence of art de vivre (the French “way of life”), making you notice, feel, and, most importantly, remember.

I know I emphasized the importance of message delivery in a recent blog post about Kellogg's, and while this ad doesn’t overtly spell out the brand promise, it is implied and brought to life brilliantly through the visuals.

In short: this wasn’t just a brand campaign. It was a mood. And let me tell you—I was picking up what they were putting down. I flew YVR to CDG during the campaign, and the brand experience delivered exactly what the ads promised. Curious? Check out the 45-second hero ad to get the campaign’s full flavour and read on for my favourite part of the campaign—a surprise and delight, immersive experiential moment aboard the aircraft.

The Safety Video That Set a New Standard

One of the smartest elements of the France Is in the Air campaign? Air France’s in-flight safety video. While most airlines struggle to balance creativity with regulatory demands, Air France nailed it—blending imaginative, abstract imagery with seamless brand alignment while meeting all regulatory requirements.

The video wasn’t just a checklist of instructions; it was an elegant extension of the campaign. Playful, colourful and distinctly French, every visual aligned perfectly with the campaign’s aesthetic. Set to the campaign soundtrack “Love Is in the Air,” it captivated passengers from start to finish.

Lines like “Your seatbelt will elegantly highlight your waistline while ensuring your safety” and “A non-smoking flight is simply chic” brought a fun, fashion-forward tone to an otherwise routine announcement. These touches transformed standard safety instructions into a reflection of French elegance and wit, reinforcing the brand's personality.

I vividly recall flying with Air France during this campaign—the video had the entire cabin’s attention. It wasn’t just entertaining; it was effective, transforming a typically overlooked moment into an engaging brand experience.

A true masterstroke, Air France leveraged this important owned channel to its fullest potential: a captive audience, broad reach and seamless integration with the brand’s story. The video didn’t just inform passengers—it immersed them in the brand with this memorable, experiential moment.

Comparing Apples to… Legally Overcautious Apples

Other airlines have tried to take a creative approach to safety videos, but the results are often mixed. Take Air Canada’s safety video, for example—an attempt to eschew the standard approach by showcasing the beauty and majesty of Canada. While it had potential, the final product felt like a tug-of-war between the marketing team’s conceptual aspirations and the legal team’s literal demands. The inclusion of overtly instructional elements—like a man on horseback in the Alberta wilderness reviewing an actual in-flight safety card—felt more prescriptive than inspired. In my opinion, the creative concept lost its punch, leaving a final product that was functional but mostly forgettable.

I can empathize with the team behind this effort. I imagine there was a strong internal pitch, a great idea and a lot of initial excitement—only to face an uphill battle with feedback loops and legal reviews. We've all had those deflating experiences where the final result lands somewhere far from where you originally intended. It’s a challenge almost anyone in marketing can relate to, especially when navigating internal stakeholders.

Air France, on the other hand, struck the perfect balance. They showed that it’s possible to comply with regulations while delivering a safety video that’s imaginative, brand-forward and effective. Passengers didn’t just watch the video; they paid attention, and they enjoyed it. That’s the real win.

Verdict: Landing (New to the blog? My tomatometer is explained here.)

This campaign landed—not just on time but ahead of schedule after a pleasant flight (the best kind of landing!). France Is in the Air wasn’t just an ad campaign; it was a fully realized brand expression. It connected on an emotional level, showcased Air France’s value proposition and made passengers feel like they were experiencing a little slice of France before even stepping on French soil.

For me, it’s the gold standard in airline marketing. And while I don’t think we’ll see anything quite like it anytime soon, it’s a powerful reminder of the impact a cohesive, creative and strategic campaign can have—especially one that maximizes every single channel, right down to the safety video.

What do you think of Air France’s approach? Have you seen a campaign that resonated with you as much as this one? Let me know in the comments!

Need a Campaign That Soars?

Let’s chat about your marketing needs. I thrive on blending creativity with strategy, pushing boundaries where it counts, and finding smart, impactful ways to tell your brand’s story—just like Air France’s unforgettable safety video. Whether you’re looking for fresh ideas, a standout campaign or a partner to bring it all to life, I’m here to help. You can check out my complete list of capabilities here. Reach out, and let’s create something incredible together.

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