USA – Japan Airlines (JAL) has teamed up with global digital marketing firm Jellyfish to launch its latest global brand campaign, ‘You Mean the World,’ starring Liverpool FC players.
Japan Airlines’ (JAL) new campaign highlights its commitment to ‘omotenashi,’ Japan’s tradition of selfless hospitality, emphasising personalised service for every traveller. It aims to make every passenger feel valued, whether in the air or on the ground.
The campaign draws parallels between travel and football, featuring Liverpool FC players to symbolise shared experiences and JAL’s dedication to exceptional service.
As the official airline partner of Liverpool FC, JAL’s campaign features players Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in visuals incorporating symbolic elements such as crane feathers for tranquillity, butterflies for travel excitement, and cherry blossoms for renewal. Developed through 3D scans by Mayda Creative Co., the imagery combines traditional and modern design influences.
Minako Kent, managing director of global marketing at Japan Airlines, said, “Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when travelling with us to destinations around the world. We also want each and every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”
Mayumi Tatsuta, VP creative at Jellyfish, added, “Our goal was to capture the magic of travel through Japan Airlines’ lens of omotenashi. This campaign celebrates those unforgettable moments where care, comfort, and wonder converge.”
The You Mean the World campaign has launched across connected TV, online video, social media, and digital out-of-home platforms in the UK, US, Thailand, and Singapore.
