LAS CONDES, CHILE — “LATAM, Without Frontiers.” This is the new promise and brand positioning developed by Graphene, IPG’s bespoke unit to serve the airline under an Open Architecture Model, which comes to capture a new moment for the company and contribute to a global trend observed in different corners of the planet: break down the barriers that separate people and build bonds that unite and include them.
“Customers are at the center of our value proposal, the brand building starts from people, then their community, their country, the region, and the impact on their world. We want to approach each other in a more human way, to be more vibrant, attentive, and committed. As ‘Without Frontiers’ is not a destination but a path, we will continue to evolve constantly so that the entire customer experience meets the new promise”, said Sabrina Salgado, Global Marketing Head of LATAM Airlines.
The initiative also aims to empower its audience to overcome their personal challenges and any kind of obstacles that prevent them from moving forward.
Graphene VP Business Lead and MRM Chile Managing Director Pablo Sommer commented, “With this great work, we help the brand to set a meaningful relationship, closer and empathetic with its clients, a connection to go beyond the flight. We want to help promote this new LATAM scenario from a perfectly integrated strategy, creativity, data, and technology to collaborate with business solutions”.
Leonardo Chiesi, Creative General Director of Graphene and MRM Chile, believes that: “Our work has been aligned with the way in which the airline will reflect its promise operatively. This includes enhancing the resilient attitude present in the people of our region, who are capable of overcoming difficulties to pursue their dreams, we seek to bring this across the world. And also highlight the performance of the brand in terms of diversity and inclusion, offering products and services, valuing local raw materials, and implementing technological solutions that improve the customer experience”.
The 360º campaign has as its main part a video in 60” and 30” versions, whose carbon footprint was offset through an ecosystem conservation project in forests, wetlands, and grasslands in Latin America. The contents will be present from now on in Brazil, Chile, Colombia, Ecuador and Peru on open and cable television, digital media, OOH, and LATAM’s social media.
CREDITS:
Agency: Graphene by IPG
Client: LATAM Airlines
Product: Institutional
Name of the campaign: LATAM WITHOUT FRONTIERS
VP Business Leader Graphene: Pablo Sommer
Business Leader Brazil: Jeanini Pedroso
Executive Creative Director: Leo Chiesi
Creative direction: Rubens Cintra and Kika Mateos
Creation: Jaime Bregantin, Yago Farias, Ana Claudia Lima, Bruno Magueta and Gilmara Rocha, Fabián Uribe, Alejandro Contreras, Rodrigo Pizarro, Sebastián Arriaga, Juan Ignacio Egenau.
Planning: Lucas Baranzelli, Simon Bustamante and Fernanda Malavazi
Assist: Dayan Ross, Lara Bigliassi and Priscila Hoppel
Media: Andreia Kalvon and Rodrigo Fornazier
Social Media: Nadja Bertolino and Thais Lucchesi
Producer of the film: El Clan
Director: Nico Ureta
Postproduction: BlackDogs Post
Sound producer: Zeta Audio
Executive Producer: Maria Isabel Arriaga
Soundtrack: I feel free (Cream)
Photographer: Ivan Abujamra
Head of MKT LATAM Global: Sabrina Salgado
Head of MKT LATAM Brazil: Amira Ayoub
MKT LATAM Airlines: Caio Lacerda and Juliana Chambarelli
