Ask anyone, look at any travel ad, or just look up in the sky – wherever you go, someone or something will always show you how there’s just something about traveling that you can’t get anywhere else. Discovering new cultures, exploring new places, and encountering all kinds of experiences you’ll never get anywhere else are usually the things you’ll hear, but with China Airlines’ newest campaign, our eyes open to everything else, including the not-so Instagram-worthy moments.
Created by Leo Burnett Taiwan, the “What Travel Brings You” campaign explores all sides of traveling: the good, the bad, and just the unexpected. The film cuts under just 2 minutes and is packed with interesting stories of what travelers have brought home from their journeys – an injury from skiing in Hokkaido, a new fiancé from Rome, a ‘spur of a moment’ marriage certificate from Las Vegas, and maybe even an unrecognizable face from Seoul.
The ad takes a different route of enticing its viewers to explore all the possibilities traveling can bring, and even flips the common highlights for each destination. The scenarios mentioned above are the unique things you can do in other countries turned on its head. The exciting ski slopes in Hokkaido, the romance in Rome, the impulsive marriages that have defined the Las Vegas night life, and Seoul as the “Plastic Surgery Capital of the World” – these are just some of the interesting paths the film took and it’s definitely worth it to explore the rest. Or as the film suggests, “You never know what travel will bring to your life. Let’s find out.”
CREDITS:
Agency: Leo Burnett Taiwan
Chief Creative Officer: Murphy Chou
Creative Director: Jin Yang
Art Director: Nana Tsai
Copywriters: Murphy Chou /Jin Yang /Chiahan Chen / April Kuo
Chief Strategy Officer: Leslie Chang
Agency Producer: Evans Kao
Chief Operating Officer: Sylvia Cheng
Account Executive: Della Chen
Production House: Yuan Yuan Production, Taipei
Director: Ging-Zim Lo
Director of Photography: John Lin
Executive Producer: Sharon Kuo
Producer: Terri Chen
Postproduction: Mind Biz Post Production
Editor: Chang Chien, Pai Mei
Sound Remixer: Allen Shih
