Agency Strawberry Frog's 'Hello tomorrow' branding for Emirates was built around the idea that - unlike other airlines who simply treat customers as cargo - Emirates actually facilitates real connections for its traveller-passengers, and in so doing, makes the world a better place. When discussions were underway around making an Emirates translation app to help passengers ask for directions, etc. in unfamiliar languages, I pointed out that this keeps passengers on the negative side of encounters because they WANT something from a local. What if we flipped that thought and instead gave travellers something to GIVE to a local? What could they give? How about a simple compliment?
'Share a Smile' had already been an Emirates campaign line promoting the multilingual nature of Emirates crew members. My proposal was to simply use that line as the title (and action) of an interactive 'compliment generator.' And amazingly enough, it actually came into being! A first round of videos was created using Emirates crew, a second used Arsenal team players + flight crew.
