How do you elevate an airline brand into a lifestyle brand?

After pitching for 6 months against the world's leading agencies we won the Emirates account. We got asked to place them in the top 100 lifestyle brands, extending beyond the travel category and be the airline of choice for both business and tourist travel.

The complete re-brand across all channels, 'Hello Tomorrow', includes everything from TV, outdoor, online, mobile and apps, music, retail to content collaboration (travel TV series) and in-flight experience.

This was labeled the pitch of the year by Campaign magazine, involving a complete re-think of one of the world's leading airlines.