TAM Airlines: The ownboard magazine
Media Type:
Film
Brand
Agency
Country:
Industry:
Onboard (inflight) magazines are boring, that’s universally acknowledged. And most people don’t really read them.
TAM Airlines decided to change this behavior by creating The OwnBoard Magazine.
Thanks to a Facebook Connect during the purchase process, such information as likes, preferences, interests, and social activity was turned into customized content to make this magazine different from passenger to passenger.
Each copy is unique, from the cover to the last page. As a result, 100% of passengers decided to take the magazine with them after the flight and the average reading time during the flight increased by 1,200%.
Credits
Advertising Agency:
FCB, Milan, ItalyChief Executive Officer:
Franco RicchiutiExecutive Creative Director:
Fabio TeodoriAssociate Creative Director / Copywriter:
Gianluca BelmonteArt Director:
Michele CostanteAccount Manager:
Agnese SalvatoreAV production manager:
Cristina NardiPrint Production Manager:
Nicoletta PradaDigital Production Manager:
Simone SimolaChief Creative Officer:
Luis Silva Dias
Ad of the day
Ad of the Day | Nike/NOCTA: Yes Man Full
9.5
Ad of the Day | Pizza Hut: Every Four Years
9.8
Ad of the Day | Airalo: Connection Means the World
0.0
Latest News
Jul. 29, 2026
Cerveza Modelo Uses the Actual size of Modelito to Launch its new Campaign
The launch began with a takeover on Paseo de la Reforma that challenged one of the established rules of out of home advertising
Jul. 29, 2026
Neighborhood Watch Signs Award-Winning Director La Pele
La Pele began her career as an advertising copywriter in London, eventually moving into art direction, then styling, and ultimately embracing directing