In 2017, Korean Air - Korea’s flagship airline - asked Ogilvy Shanghai to create a new brand positioning and global campaign that aligned with the growing K-Wave movement in Asia and all around the world. An attempt to bring the brand to the 21st century, redefining how a country’s airline should walk and talk.
We created a campaign that brought to life and showed the world everything exciting about Korea - its energy and vibe - as well as all the details that made Korean Air one of the most unique airlines in the world.
Everyone, welcome aboard to Go Korean
In the brand film, we follow a passenger’s transformational journey through the world of Go Korean. It starts at the boarding gate and takes him directly to his seat.
Go Korean is an energetic statement, balanced out by the continuous attention to detail that is put into everything. It is loud but also very subtle. It invites the world to be immersed in the spirit of Asian culture, right before they step their foot inside a Korean Air airplane.