Air France - The take off and landing gum.
As all travellers know, take-off and landing can sometimes cause pain in the ears. The cabin pressure varies and can block passengers’ ears. The chewing action is enough to balance this internal ear pressure and make the travel experience more enjoyable.
The caring attitude is at the heart of Air France’s concerns. To take care of its customers’ ears, Air France has created its own French chewing gum “La Gomme à Mâcher” with the agency BETC. Two flavours are available, both embodying French-style pleasure: pistachio-macaroon and crème brûlée. The gum is made in France and 100% natural. With La Gomme à Mâcher, Air France is once again illustrating French savoir-faire throughout the world.
Campaign: La Gomme à Mâcher
Brand: Air France
Ad Agency: BETC Paris
Chief Creative Officer: Remi Babinet
Executive Creative Directors: Ivan Beczkowski, Jasmine Loignon
Creative Directors: Marie-Eve Schoettl, David Soussan
Creatives: Chloe Perignon, Chrystel Jung
Art Director: Nathan Brunstein
Production Company: RITA