AIR FRANCE | UPGRADE CHALLENGE
Turning the airport waiting game into a real playable game to get upgrades.
The idea
For the launch of the new Air France Business cabins in Asia, we created the first mobile game that allows travellers to compete for an instant upgrade, just before boarding.
We started in Singapore and Japan and the game was extended to other 5 other markets.
Awards
FWA of the Month
FWA of the Day
Silver - Adfest
Silver - Cristal Festival
Bronze - Adfest
Bronze - Spikes Asia
Bronze - Cristal Festival
Purple Chair - Yahoo!
Merit - One Show Interactive
Finalist - Cannes Lions
Finalist - Clio Awards
Finalist - Spikes Asia
2 Finalists - ADSTARS
Selected Press
Adage / Creativity Online - Air France Passengers Can Bag an Upgrade by Playing a Mobile Game
Think With Google - The Upgrade Challenge
Creative Guerilla Marketing - Air France launches the Upgrade Challenge Social Game
Campaign Asia - Fred & Farid Shanghai launches mobile upgrade challenge game in Asia for Air France
Digital Buzz - Air France Launches Clever “UpgradeChallenge”
Credits
Chief Creative Officers (CCO): Fred & Farid
Creative Director: Gregoire Chalopin
Copywriters: Adrien Goris, Jean-Baptiste Le Divelec
Art Directors (Film): Adrien Goris, Jean-Baptiste Le Divelec
Art Directors (Mobile app): Pierrick Jegou, Nicolas Liberman, Zhang Ying, Jihjan Lee
Account Supervisors: Guillaume Leroux, Louise Battus
Agency producer: Louise Battus
Digital producers: Benoit Petrus, Boris Leconte
Director: Giovanni Fantoni Modena
Production: Hurrah!
Producer: James Rotherham, Bellinda McCulloch
Digital Production: Mediasia Interactive
Game Developer: Nicolas Liatti
Music: Benzene
Post-production: Killdeath
Post-producer: Yael Eligoulachvili
Media: Julien Leveque, Lauren Godet, Liao Liang, Yan Zhang