Etihad Airways: Choose Well, 30

Creative agency BBD Perfect Storm has developed a new global brand platform for Etihad Airways, the national airline of the UAE, which is designed to empower guests to make their own choices and to travel on their terms. The inspiration behind the campaign was taken from the late Sheikh Zayed bin Sultan Al Nahyan, the founder of the UAE, and the choices he made to develop his nation and his people. Designed to reflect the airline’s new customer proposition, it is a celebration of the good choices made in life and reflects Etihad Airways’ evolution into an ‘airline of choices’. The refresh, which follows BBD Perfect Storm’s appointment by Etihad in late 2017 following a pitch process, sees the inclusion of the ‘Choose Well’ tag line as part of the airline’s visual identity, deployed across marketing collateral, sponsorships and events with the aim of creating greater visual impact. Creative executions, including 60-second and 30-second films, showcase Etihad’s role in acknowledging that consumers are “on a bigger journey, and there are bigger choices”. Ending on the ‘Choose Well’ line, the creative features a range of individuals including the airline’s own staff. Shaima Rashed, one of the UAE's first Airbus A380 female pilots, who having always dreamed of wearing the golden stripes, demonstrates that through courage, conviction and choosing her own path, she fulfilled her dream and now flies the airline’s flagship aircraft.