oneworld, the global airline alliance uniting 13 world-class airlines, asked Sunday to help mark its 25th anniversary with a digital campaign and celebration event at London’s Frameless art gallery. The aim of this milestone occasion was to create an immersive experience that highlighted the alliance’s history, showcased its member airlines, and provided a vision for the future of travel.
The challenge? Crafting visually striking content that worked within the unique constraints of the venue’s LED panels while effectively capturing the essence of travel and aviation. The event needed to leave a lasting impression, not just through its visuals but also through a seamless integration of brand storytelling, sound, and interactive elements.
To bring oneworld’s vision to life, Sunday developed a cinematic visual identity that guided guests through a captivating journey of exploration and innovation. Every element of the experience was meticulously designed to create impact and wow moments at every turn:
- A take-off experience: Guests entered the venue and descended escalators through a visual sequence of lens flares and layered light effects, mimicking the feeling of air travel.
- ‘Colour in motion’ gallery: A commissioned skyline illustration wrapped around the gallery, featuring iconic buildings from each of the 13 member airlines (as well as two imminent members), animated with paper ‘sprites’ flying up to form the final design.
- ‘Art of abstraction’ gallery: An animated timeline showcased oneworld’s past, present, and future, displayed across 11 synchronized video panels.
- A new sonic logo: The campaign also introduced a new sonic identity, reinforcing the brand experience across digital and physical touchpoints.
Beyond the event itself, the anniversary campaign extended to social media, podcasts, and digital out-of-home (DOOH) advertising in key global markets, achieving exceptional results:
- Event engagement: The immersive galleries were a major talking point, impressing airline ambassadors and guests alike.
- DOOH advertising: Surpassed reach and impression targets by an impressive 50%.
- Podcast campaign: Exceeded impression targets by 18% and unique reach by 6%.
- Social media success: UK paid social campaigns surpassed reach targets by an incredible 222%.
The oneworld 25th anniversary campaign was more than just a celebration—it was a powerful statement about the future of travel, creativity, and immersive brand experiences at their finest.
“Your bold vision and creativity made this event truly memorable for our guests and our brand.”
Maria McKinnon, Director of Brand and Marketing at oneworld