Also an Airline | Clapboard Ad Archive

54

Joon - Also an Airline - Air France | Clapboard Ad Archive

Joon – Also an Airline marks Air France and BETC’s bold foray into recalibrating the commercial aviation narrative for a new era, asserting itself in the highly competitive travel and leisure sector with a campaign that actively resists the tropes of legacy carrier advertising in favor of sharp self-awareness and distinctive brand voice. Deliberately foregrounding the uniqueness of Joon’s proposition — underscored by the knowingly playful meta-title — the campaign eschews storytelling conventions or celebrity anchor points, instead introducing Joon as a modern airline alternative tailored for France’s connected, experience-driven youth culture. The film’s unapologetically contemporary aesthetic and French-language delivery cement its intent to feel both relevant and relatable, weaving in subtle nods to digital-first lifestyles and the expectations of younger travelers who see air travel less as luxury and more as an extension of their lifestyle choices. In line with what Clapboard’s taxonomy frames as FORMAT#11 — Unique Personality Property — the creative strategy spotlights Joon’s positioning through characterful tonal cues and visual markers rather than product utility or direct comparison, staking out white space in a sector still largely defined by functional messaging or legacy prestige. Created by BETC, the film’s identity-building approach smartly leverages Air France’s heritage of quality while signifying a break from tradition, generating curiosity and signaling a willingness to experiment with form and attitude in an industry rarely associated with self-aware humor or lifestyle-centric branding. The result is a campaign that functions as both launch manifesto and statement of intent, projecting confidence through understatement and inviting the target audience to see themselves in Joon’s ethos rather than simply its destinations — a move that implicitly redefines what it means to be a national carrier in the post-digital age. Clapboard rates this 54/100. For an industry long driven by category conventions, Joon – Also an Airline signals the creative opportunity inherent in relinquishing legacy gravitas for sharply constructed, personality-led differentiation.

Credits

Client

Air France

Agency

BETC

Account Management

Bertille Toledano, Tiphaine du Plessis, Brune Failliot, Marie Lequime, Kim Jacovidis, Almire Brosseron

Chief Creative Officer

Rémi Babinet

Executive Creative Director

Ivan Beczowski

Creative Director

Margot Helfter

Art Director

Hugo Cals, Antoine Montes

Graphic Designer

Samy Ghoumane

Copywriter

Julie Martin

Junior Copywriter

Charles Barraud

Strategic Planner

Sébastien Houdusse, Vincent Colonna Cesari

Social Media Planner

Constance Bonardi

Producer

Category Mind Map

48%

The 'Joon - Also an Airline' campaign by Air France, launched in France in 2017, presents a strategic brand proposition centered on repositioning Air France’s appeal to a younger, more digitally savvy demographic without compromising its aviation heritage. By introducing Joon as a distinct sub-brand, the campaign signals a promise of a fresh, modern travel experience that blends affordability with quality, differentiating itself from both traditional legacy carriers and low-cost airlines. The narrative approach emphasizes Joon’s unique identity within the Air France portfolio, suggesting innovation and a break from conventional airline stereotypes while maintaining dependable service. The market strategy leverages insights into evolving consumer expectations among millennials and Generation Z, who seek brands that resonate with their lifestyle and values, such as flexibility, digital integration, and cultural relevance. BETC’s creative angle positions Joon not just as an airline but as a lifestyle choice, using a tone and style tailored to a younger audience’s sensibilities. Despite limited engagement data, the campaign’s singular film asset likely aimed to communicate this repositioning clearly and succinctly through narrative storytelling, making the airline approachable and distinct within a competitive travel market. This approach reflects a broader trend in travel advertising focusing on brand experience and identity as key drivers of customer loyalty and differentiation.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. The campaign "Joon – Also an Airline" explicitly centers its narrative on distinguishing Joon as a brand with a unique identity within the airline industry. The marginally tongue-in-cheek title “Also an Airline” cues a self-aware, possibly playful positioning, signaling that Joon offers something notably different from typical airlines, likely targeting a younger or more lifestyle-oriented demographic. With no direct story arc, comparison, problem-solution structure, or celebrity presence, the intent is to set the airline apart by celebrating its distinct personality as an alternative airline. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Lufthansa – Market Positioning Lufthansa positions itself as a premium European carrier focusing on quality service, reliability, and extensive global connectivity. It emphasizes technological innovation, a strong loyalty program, and a commitment to sustainability, targeting business and upscale leisure travelers seeking a blend of comfort and efficiency. 2. British Airways – Market Positioning British Airways capitalizes on its British heritage and global network, offering premium service with a focus on luxury, tradition, and a superior in-flight experience. It appeals to business and first-class passengers, highlighting its extensive routes, airport lounges, and strong alliance partnerships. 3. easyJet – Market Positioning easyJet leads as a low-cost carrier emphasizing affordability, simplicity, and convenience within Europe. Its no-frills model targets price-sensitive travelers, delivering frequent flights with a strong digital booking experience, focusing on value and accessibility over luxury. 4. Ryanair – Market Positioning Ryanair positions itself as Europe’s ultra-low-cost airline, prioritizing the lowest fares through operational efficiency and ancillary revenue streams. It targets budget-conscious travelers by offering a no-frills service, maximizing route density, and using secondary airports for cost reduction. 5. KLM Royal Dutch Airlines – Market Positioning KLM balances traditional full-service experience with efficient operations, emphasizing sustainability, customer service excellence, and global connectivity through its Amsterdam hub. The airline appeals to both business and leisure travelers focusing on reliability, innovation, and continuity in a long-standing brand heritage.

Q: What is Joon - Also an Airline about? A: Joon - Also an Airline is a professional campaign launched in France in 2017 for Air France, created by the agency BETC. The campaign introduces Joon, a new sub-brand, with the goal of redefining Air France’s image for a younger, digitally engaged audience. Through a single film asset, the campaign positions Joon as a fresh, modern airline that blends affordability with the established quality of Air France. Delivered in French and targeting local audiences, the campaign leverages contemporary storytelling to generate curiosity and engagement around this innovative airline offering. Q: What creative device does Joon - Also an Airline use? A: According to Clapboard’s 12-format classification, Joon - Also an Airline employs FORMAT#11 UNIQUE PERSONALITY PROPERTY. This creative approach centers on highlighting Joon’s distinctive identity within the airline sector, using a self-aware and playful tone to set the brand apart from conventional carriers. The campaign avoids traditional narrative structures and instead focuses on celebrating Joon’s unique personality, signaling to viewers that this is an airline designed for a new generation of travelers seeking something different from the norm. Q: What is the campaign proposition for Joon - Also an Airline? A: The campaign proposition for Joon - Also an Airline is to reposition Air France’s appeal toward a younger, more digitally savvy demographic by introducing Joon as a distinct sub-brand. The campaign promises a modern travel experience that combines affordability with the trusted quality of Air France, differentiating Joon from both legacy and low-cost competitors. By emphasizing innovation and a break from traditional airline stereotypes, the campaign aims to make Joon a lifestyle choice for millennials and Generation Z, addressing their desire for flexibility, digital integration, and cultural relevance in travel. Q: How does Joon - Also an Airline rank in Clapboard's archive? A: Joon - Also an Airline holds a Clapboard Campaign Score of 54/100 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 Air France's category? A: In the travel and leisure sector, Air France competes with several major airlines, each with distinct positioning. Lufthansa is recognized for its premium service, reliability, and technological innovation targeting business and upscale leisure travelers. British Airways leverages its British heritage and global network to offer luxury and tradition, appealing to premium passengers. easyJet and Ryanair dominate the low-cost segment, focusing on affordability, simplicity, and operational efficiency for price-sensitive travelers. KLM Royal Dutch Airlines balances full-service experience with sustainability and customer service, appealing to both business and leisure markets through its established brand heritage.