A message for the world about belonging.

be_air planned, created and produced the campaign that was used in more than 60 countries. A global production that created a new perception of the brand toward building a representative community that tolerates differences and prizes respect and empathy.

No matter what you are or what you like. It may be epical medieval sword fighting battles in the middle of the city, bowling dressed as a stuffed animal or playing basketball acrobatically. We believe there will always be room for those who dare and have attitude. Because you will never be alone.

We looked for the most original crews in the world and had them tell their stories in our media. By using Instagram as a true hub for micro platforms, we delivered relevant content pertaining to the target, being respectful of the audiences’ level of attention and the multiple possibilities of each narrative.

In addition to designing the strategic and creative aspects of the campaign, we also created the toolkits used to implement it in each of the partner countries, thus amplifying the message by unifying our discourse, as well as the look & feel across the world.