INDONESIA – Social media has made it easy for people to pretend their lives are cooler than they actually are– this is the idea behind the latest series of TVCs from low-cost carrier AirAsia.
Created by Saatchi & Saatchi Indonesia, the ads show people taking fake holiday photos to make their lives look interesting on social media. The campaign builds on AirAsia’s umbrella strategy, ‘Now everyone can fly’.
“Social media is starting to cause stress amongst its users. They’re posting things to make themselves look amazing even if they need to bend the truth to do so,” Saatchi & Saatchi Indonesia ECD Alex Tagaroulias said. “We thought we’d tap into this cultural phenomenon. In a humorous way of course!”
The ads were directed by South African director Bevan Cullinan and produced by FatBelly out of Jakarta.
View the TVCs:
Snorkeling from Saatchi&Saatchi Indonesia on Vimeo.
Beach from Saatchi&Saatchi Indonesia on Vimeo.
Merlion from Saatchi&Saatchi Indonesia on Vimeo.
CREDITS
Agency: Saatchi & Saatchi
Production Company: Fat Belly Pictures
Director: Bevan Cullinan
Exec. Creative Director: Alex Tagaroulias
Art Director: Eddu Enoary Eigven, Andra Miyanka
Copywriter: Alex Tagaroulias
Agency Producer: Fiully Santini
Account Director: Marissa Thalib
Post Production: Prodigi House
Editor: Reggy Jocom
Music&Sound Prod: Sound Village
