Joon "Also an airline" (2017) 1:00 (France)

What in the world is June? It's a new identity created by Air France together with brand design agencyBrandimage and BETC. So what is Joon? For starters it's a colour, the electric blue (pantone2736C) that will be ubiquitous. They are positioning Joon as being all of these things and also an airline, rather than just yet another airline. Joon is a fashion brand (the flight attendants will look amazing, don't you know), a rooftop bar, and food with organic catering, a personal assistant, a TV channel on demand and they'll even take care of your car while you are away. And also it's an airline.
Because people take for granted the incredible science and skill it takes to navigate a huge hunk of metal in the sky. What good is that without a mixologist, amirite?
The whole spot is of course very fun, and very French with nary a plane in sight but only dancing and extreme zooms and the kind of music you'd hear in the lobby of the W hotel.
While this seems like a fantastic idea to increase market share among the Holy Grail millennial demographic ,I do have to wonder if Joon might end up cannibalizing Air France's own business? After all, why fly Air France when Joon looks sexier?

BRAND JOON (Air France)
BRAND MANAGEMENT Caroline Fontaine, Frédéric Praca, Benoist Eraville, Claire Morlon, Myriam Issaad
AGENCY BETC
AGENCY MANAGEMENT Bertille Toledano, Tiphaine du Plessis, Brune Failliot, Marie Lequime, Kim Jacovidis, Almire Brosseron
CHIEF CREATIVE OFFICER Rémi Babinet
EXECUTIVE CREATIVE DIRECTOR Ivan Beczowksi
CREATIVE DIRECTOR Margot Helfter
ART DIRECTOR Hugo Cals, Antoine Montes
GRAPHIC DESIGNER / WEB DESIGNER Samy Ghoumane
COPYWRITER Julie Martin
JUNIOR COPYWRITER Charles Barraud
STRATEGIC PLANNING Sébastien Houdusse, Vincent Colonna Cesari
SOCIAL MEDIA PLANNER Constance Bonardi
TV PRODUCER Sandy Semelin, Blandine Vives
PRODUCTION COMPANY RITA
SOUND PRODUCTION GUM