Cannes Lions

Fear of Flying

MEMAC OGILVY ADVIZE, Amman / ROYAL JORDANIAN / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Supporting Content
Case Film

Overview

Entries

Credits

Overview

Description

Racial discrimination comes from fearful beliefs and assumptions, which creates further fear in its victims. When connected to aviation, this vicious process results in a form of fear of flying. The idea was to presumably address the more common, well-known fear of flying, but then bring the audience’s attention to a less known, more dangerous one.

After all, why wouldn’t an airline address fear of flying?

Execution

We released the video online – on Facebook, twitter, and YouTube –, as well as on TV. We focused on online reach to stir up the conversation on race and sterotypes.

Outcome

Total Reach: Estimated 6 million

Video Views: 2 million across all platforms

Shares: 8k

Engagement: 22k

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