Air France Launches a new Advertising Campaign to Further Showcase its Move Upmarket

Mar. 11, 2026

Five years ago, to support the airline’s move upmarket, Air France unveiled a new brand territory and a new signature, "Elegance is a journey" created by TBWA\Paris. This territory was designed to embody its premium strategy and the airline’s ambition to continuously raise the standards of travel.

Raising the standards of travel means infusing every aspect of the experience with French excellence and savoir-faire.

The launch of free, high-speed Wi-Fi on board, a new mattress pad for enhanced comfort in the Business cabin, and complimentary champagne served in all cabins are just some of the products and services demonstrating Air France’s commitment to delivering an exceptional experience to all its customers. Through its focus on excellence down to the smallest detail, the campaign celebrates Air France’s unique brand identity and travel experience, both on board and on the ground.

In collaboration with the agency AURA by Omnicom, photographer Clark Franklin and director Nans Noiron, Air France has created 10 new visuals and films designed to bring its promise of elegance to life and illustrate this pursuit of excellence across every pillar of the travel experience.

While remaining true to its blue, white and red brand territory, Air France and its agency have evolved this creative platform, placing a bold touch of red at the forefront to fully express what makes the Air France experience unique across these key pillars, both in the air and on the ground.

To create these visuals, Air France brought together a team of leading French creative professionals who used their skills to craft unique props specially designed for each visual. Among these remarkable designs are a seat shaped like the wifi symbol, a giant macaron illustrating the expertise of master pastry chefs, and a custom-designed quilt dress fashioned from soft, fluffy duvet, evoking the cozy comfort of a peaceful night’s sleep in the Business cabin. Also featured are an hourglass-shaped armchair symbolizing a moment suspended in time in an airport lounge, a skirt made of multiple threads representing the airline’s extensive network, a giant bow illustrating the generous advantages of the Flying Blue frequent flyer programme, and a coat to fit two, representing the Business class duo offer.