Etihad Airways, the second-largest airline in the UAE, has always had a healthy disregard for convention. Consistently voted The World’s Leading Airline, in 2014, the airline was ready to take another step forward in its evolution by unveiling its new rebrand. The brand’s innovative spirit was captured in 'Flying Reimagined', and weaved into every touchpoint, from its striking new livery to crew uniforms. The face of the new global brand campaign was Nicole Kidman. Universally respected, she echoed the same worldly sophistication, intelligence, originality and elegance of Etihad. The rebrand was rolled out through TV, as well as a supportive print, digital, outdoor, and social media campaign. Now the world would have to rethink the boundaries of air travel.
Role: Creative Direction + Copywriting