Air France UK - Cloud Ads

Air France UK - Cloud Ads

To celebrate its 80th anniversary and promote a new range of low fares for 2014, Air France opted to break away from traditional advertising and turned its eye to the sky. In the UK, the airline gained approval from the Civil Aviation Authority to create its very own laser light show that was beamed onto the clouds over some of London’s (and other major city’s) most iconic locations.

Working with agencies Curb and CMT Events, Air France outfitted a traditional ‘black cab’ with powerful projectors that could project images of an airplane, the brand’s logo, and the promotion’s hashtag (#AirFranceSky) directly onto the sky. The first of the overhead projections took place on January 7th at London’s Waterloo station, with others following over a 3 week period at Air France’s regional destinations Birmingham, Manchester and Edinburgh –with each laser projection lasting around two and a half hours (video here).

Air France also ran a Twitter-based competition that gave one lucky UK winner two long-haul tickets on any Air France destination, and the opportunity to see their suggested message in the sky. Participants had to follow @AirFranceUK on Twitter and tweet the airline what they would like to write in the sky, accompanied with the hashtag #AirFranceSky.