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Saatchi Indonesia Snaps Faux Holiday Photos in New AirAsia Campaign

Saatchi & Saatchi Worldwide, 2 years, 11 months ago

Cheeky new campaign directed by Fat Belly Pictures' Bevan Cullinan

Saatchi Indonesia Snaps Faux Holiday Photos in New AirAsia Campaign

Saatchi & Saatchi Indonesia has created a series of funny TVCs to launch AirAsia’s new communications platform. The ads show people faking photos on their social media to try and come across as more interesting & well travelled.

It builds on AirAsia’s umbrella strategy, ‘Now everyone can fly’ and utilises the universal insight that people are using social media to pretend to be more interesting than they actually are.

Alex Tagaroulias, ECD at Saatchi & Saatchi, says: “Social media is starting to cause stress amongst its users. They’re posting things to make themselves look amazing even if they need to bend the truth to do so. We thought we’d tap into this cultural phenomenon. In a humorous way of course! ”

The series of quirky ads were directed by South African Bevan Cullinan and produced by FatBelly out of Jakarta.


Advertiser: AirAsia

Creative Agency

Account Director: Marissa Thalib

Creative Agency: Saatchi & Saatchi Indonesia

Art Director: Eddu Enoary Eigven, Andra Miyanka

Copywriter: Alex Tagaroulias

Executive Creative Director: Alex Tagaroulias

Producer: Fiully Santini

Music and Sound

Music Production: Sound Village


Editor: Reggy Jocom

Post Production / VFX

Post Production House: Prodigi House

Production Company

Director: Bevan Cullinan

Production Company: Fat Belly Pictures

Category: Airlines , Travel

Genre: Comedy