Creative Spark: Upscale. Not Uptight.
Here’s the fundamental truth: Americans love things French; they simply hate The French. Which makes marketing France’s national airline in the US something of a challenge. Addressing the challenge, our messaging served up those aspects if the French in-flight experience Americans aspire to – fine wine, gourmet cuisine, down comforters – and doing so in an unpretentious, un-Frenchlike manner.