benchmark report
airline marketing
mariela’s dream LAN Five years ago, LAN airlines launched a campaign, “Kids that dream, kids that fly,” that brings children from poorer, remote areas of Peru to the capital Lima. The idea is that LAN is giving children the chance to “dream” by flying for the first time . An ad created by McCann in Lima tells the story of one of these children, a girl called Mariela who lives in a remote Andean mountain village . Mariela’s dream is to “sing in the clouds” , and the spot captures both her reaction when on board an aircraft for the first time, as well as the hear t-warming moment when all her friends on board sing along with her. Ad Week calls it ‘adorable’, praising the LAN spot for its “storybook arc and gorgeous camerawork” .
APR 2016 ISSUE
The proof however is in the results: After a week of being published on the official LAN Peru YouTube Channel, the film gathered over one million views . The ad is effective because it manages to both promote a valuable CSR initiative by LAN and introduce it to the public, while also getting across the childlike joy and magic many experience when flying. According to Mauricio Fernandez Maldonado, chief creative officer of McCann Lima, “We were looking to introduce this programme to the general audience, through a positive and motivational message. Because, while sometimes it seems that a dream can never come true, if you believe in it, and won’t let it go, you will always find a couple of wings that can help you reach your dreams” .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
