In this 2016 campaign for airBaltic, the brand positions itself as an innovative and experiential leader within the travel and transport sector, emphasizing creativity and a willingness to break conventions. By merging the worlds of aerospace and performing arts, airBaltic conveys a proposition centered on pushing boundaries and encouraging audiences to embrace novel experiences. The use of the Bombardier CS300 aircraft as a performing "dancer" in a world-first ballet underscores the brand’s commitment to blending technology, culture, and sophistication—traits that resonate with discerning travelers seeking more than conventional service.
Strategically, the campaign taps into the universal appeal of the holiday season and the cultural recognition of The Nutcracker ballet to create a memorable and shareable spectacle that differentiates airBaltic from competitors. The insight driving the campaign is that viewers are drawn to unique, artistic interpretations that connect with emotional and aesthetic sensibilities, especially during festive periods. By collaborating with an experimental ballet choreographer and employing VFX to realize the airborne ballet, airBaltic targets an audience appreciative of innovation, refinement, and experiential marketing. This creative angle not only enhances brand perception but also encourages viewers to adopt a mindset of openness and experimentation, subtly aligning with the brand’s call to "try new things" in the coming year. Overall, the campaign leverages cultural relevance and artistic novelty to strengthen airBaltic’s position as a forward-thinking airline that offers more than transportation—it offers an imaginative journey.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign most closely aligns with the Parody or Borrowed Format, as it reinterprets the classic ballet “The Nutcracker” but substitutes dancers with an airplane (the Bombardier CS300), and collaborates with an experimental ballet choreographer. Narrative cues—like staging a "ballet performed by an airplane"—clearly signal the campaign borrows from the well-known performance art while substituting airBaltic's product in a whimsical, genre-bending way. The association with an iconic, widely recognized cultural performance is central, rather than a literal demonstration, testimony, or problem/solution framing.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Lufthansa – Market Positioning
Lufthansa leverages its reputation for premium service, extensive global network, and reliability. It positions itself as a leading European carrier emphasizing safety, innovation, and customer comfort both in business and economy classes, targeting business travelers and high-end leisure passengers.
2. Ryanair – Market Positioning
Ryanair leads the low-cost airline segment in Europe by offering no-frills, ultra-affordable air travel. Its strategy focuses on cost efficiency, high flight frequency, and a wide route network, appealing primarily to budget-conscious travelers and short-haul flyers.
3. Scandinavian Airlines (SAS) – Market Positioning
SAS positions itself as a Scandinavian carrier that combines efficient connectivity throughout the Nordic region with a commitment to sustainability and premium passenger experience. It targets corporate clients and travelers seeking regional reliability and environmental responsibility.
4. Wizz Air – Market Positioning
Wizz Air differentiates through its aggressive expansion in Central and Eastern Europe as a low-cost carrier. It emphasizes affordable fares, a young fleet, and rapid growth, targeting price-sensitive travelers primarily in emerging European markets.
5. Finnair – Market Positioning
Finnair markets itself as a gateway between Europe and Asia with a focus on efficient connections, Northern European hospitality, and sustainability initiatives. It appeals to international business travelers and tourists valuing convenience, modern service, and eco-conscious operations.
Q: What is The Nutcracker about?
A: The Nutcracker is a 2016 experiential campaign created by airBaltic in collaboration with the agency Cube and launched in Latvia. The campaign centers on the world’s first ballet performed by an airplane, featuring the Bombardier CS300 as the principal “dancer” in a reimagined rendition of the classic Nutcracker ballet. By partnering with an experimental ballet choreographer, airBaltic merges aviation with performing arts to deliver a visually striking and culturally resonant spectacle. The campaign was designed to inspire audiences to embrace new experiences and positioned airBaltic as an innovative leader in the travel and transport sector.
Q: What creative device does The Nutcracker use?
A: The Nutcracker employs the Parody or Borrowed Format, as classified by Clapboard’s 12-format taxonomy. This creative device involves reinterpreting a widely recognized cultural work—in this case, the Nutcracker ballet—by substituting traditional dancers with an airplane, the Bombardier CS300. The campaign borrows the familiar structure and iconography of the ballet, infusing it with a whimsical, genre-bending twist that highlights airBaltic’s product in an unexpected context. This approach leverages cultural familiarity to create a memorable and engaging brand narrative that stands apart from conventional airline advertising.
Q: What is the campaign proposition for The Nutcracker?
A: The campaign proposition for The Nutcracker positions airBaltic as an innovative and experiential brand within the travel and transport industry, targeting audiences who value creativity and boundary-pushing experiences. By merging aerospace technology with the artistry of ballet, airBaltic communicates a commitment to progress, sophistication, and cultural engagement. The campaign’s core message encourages viewers to embrace novelty and adventure, especially during the holiday season, aligning with the brand’s call to “try new things” in the coming year. This strategic positioning differentiates airBaltic from competitors by offering an imaginative journey beyond conventional airline service.
Q: How does The Nutcracker rank in Clapboard's archive?
A: The Nutcracker holds a Clapboard Campaign Score of 79/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in airBaltic's category?
A: In airBaltic’s competitive set, Lufthansa stands out for its premium service and extensive global network, targeting business and high-end leisure travelers with a focus on reliability and comfort. Ryanair dominates the low-cost segment by offering ultra-affordable, no-frills travel to budget-conscious flyers. Scandinavian Airlines (SAS) emphasizes efficient Nordic connectivity and sustainability, appealing to corporate clients and environmentally minded passengers. Wizz Air aggressively expands in Central and Eastern Europe with affordable fares and a young fleet, targeting price-sensitive travelers. Finnair positions itself as a gateway between Europe and Asia, prioritizing efficient connections, Northern European hospitality, and sustainability for international business and leisure travelers.
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