AIR FRANCE
During my Master’s degree at ISCOM Lille, I had the opportunity to work on a live client brief for Air France. As part of the 2024 Paris Olympics, Air France aimed to strengthen its connection with sport and integrate it into its brand pillars. Our challenge was to develop a 360° campaign that would create a meaningful link between the airline and the world of sport.
Our proposal was selected as a finalist, giving us the opportunity to present it directly to the client. The project ultimately won first prize among all participating teams.
To determine which Olympic sport would best align with Air France, we first explored the brand’s core values. This analysis led us to a strong strategic angle, which we presented through a concept video:
Once we had identified the most relevant sport, the next step was to imagine an activation that would resonate with both the Olympic audience and Air France’s brand universe. Our goal was to create an experience that felt engaging, memorable, and true to the brand's values.
Once the event concept was defined, we developed a digital marketing strategy to build awareness and drive participation. The objective was to create excitement around the activation before, during, and after the Olympic Games.
To support the activation from within, we designed an internal communication plan aimed at engaging Air France employees. The goal was to turn staff members into ambassadors of the project and ensure they felt involved in the initiative from the very beginning.
We also created an outdoor advertising campaign to increase the activation’s visibility in public spaces, through a series of posters designed for metro stations and bus shelters.
Beyond developing the creative concept, we also explored the practical aspects of bringing the event to life, including production planning, logistics, operations, and partnership strategy.
After presenting our proposal to our supervisor, our team was selected as a finalist, earning the opportunity to pitch our concept to an audience of more than 100 students and a jury panel that included Air France's Director of Partnerships & Brand Activation.
Our project was ultimately awarded first prize.