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.