Showcasing All Nippon Airways’ premium
Japanese spirit, with a touch of eccentricity.
Since joining Burson 6 years ago, I have creatively led over 6 global ad campaigns as well as their social and influencer strategy.
ANA’s current campaign translates ‘otaku’ for future fliers.
O•TA•KU
noun. ota·ku ō-ˈtä-kü: a person having an intense or obsessive interest.
All Nippon Airways are otakus for delivering exceptional service, craft and a premium flying experience. They are also the airline for otakus traveling to Japan to deepen their own interests, be it fashion, whisky, or kawaii. Our campaign came to life through three different journeys, each showing how their otaku adventures started before they even arrived.
Other campaigns I have led included showing the mutual pride ANA and Naomi Osaka share for Japan during the Olympics, Steve Aoki dreaming of travel during Covid-19, and celebrating their 70-year anniversary.
Across platforms, we also continue to build a world of eccentric friends who make ANA feel distinctly human.
