We shall examine this baffling campaign one step at a time.
First of all, let us discuss the Roman Holiday and One Day in Paris. Depending on the time it takes for you to notice the miniature 1 and 2, you may appreciate this concept from China Airlines.
For the print depicts two separate routes, and China Airlines ensures an enhanced overseas experience. The Roman Holiday communicates this well, as clearly we will never be stuck on a bus. While you may struggle to grasp the relationship between Duty Free and Paris, I suggest we ignore it, as perhaps the people of Taiwan do. However we must ask, why does the trip to Paris conclude with a bed? Is there not a more renowned Parisian landmark?
Overall we could say Roman Holiday and One Day in Paris are trying, but not quite there. They have stopped short of a bed.
Now let us move on to the Five Day Tour of Italy and Australia. Boys and girls here is where you frown. You may find yourself double checking the key over and over. Are they saying China Airlines only circles Rome/Sydney? Do they think we would prefer one city rather than the ENTIRE country?
You may also note that the Rome bus tour is “air-conditioned.” How is this inferior? Why would we prefer China Airlines over an air conditioned bus through Italy? Pure idiocy.
Now if you thought the message was ridiculous, perhaps the lack of schooling in geography will enhance your thrill. Not only has China Airlines confirmed an inability to visit Australia’s vast landscape, they declare that the coastal cities are in fact, not on the coast. Please take a moment to study this map.
Nonetheless, this fault in geography may offer the key to this campaign; China Airlines circles only Sydney purely because they can’t find the other seven.
Advertising Agency: David Advertising, Taipei, Taiwan
Creative Director: Akae Wang
Art Directors / Illustrators: Brian Chiang, Aska Chuang
Copywriters: Eva Cheng, Ethan Wei
Published: February 2008