Philippine Airlines Campaign
Advertising campaign execution from paper to digital with a focus on creative thinking and copywriting.
Champion Philippine Airlines’ dedication to emulate the heart of the Filipino through showcasing the country’s vibrant culture.
Part of a school project, the goal was to develop a campaign for an airline of our choosing, redefine their unique product proposition (USP), and workshop a brand voice as well as a tagline that encapsulates it.
Art Direction, Graphic Design, Copywriting
2023
The Airline
Philippine Airlines (PAL) is the full service flag carrier of the Philippines. Founded in 1941, it is the first commercial airline in Asia offering flights to domestic and international destinations.
PAL operates from four main hubs in Manila, and covers a total of 71 destinations both locally and internationally.
In order to meet the goal of the campaign, I decided to put the Filipino culture at the forefront by featuring national celebrations. Not only is this a unique visual for an airline ad, but it also educates people about national celebrations in the country
Rationale
Mockups
Learningsッ
This project exercised my creative muscles in ways that surprised myself. I was able to refine my campaign development skills in that I learned how to think of a project holistically.
Software
