The challenge
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. To mark the milestone occasion, we helped create an immersive experience that walked through the brand’s history, showcased its member airlines, and highlighted the benefits of the alliance to visiting dignitaries and VIPs.
The challenge? Crafting visually striking content that worked within the unique constraints of the venue’s LED panels and interactive projections, while effectively capturing the brand’s vision of travel and aviation. The event needed to leave a lasting impression, through visual design, integrated brand storytelling, sound, and interactive elements.
Our solution
Sunday developed a bold, cinematic visual identity that extended across all digital displays, video walls, and gallery spaces, guiding guests on a seamless journey from entrance to exhibition.
Key elements included:
- 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
- ‘Skyline’ gallery: a huge illustration featuring iconic buildings from each of the member airlines home cities, wrapped around the gallery and was animated with interactive paper ‘sprites’ flying up to form the final design
- ‘Timeline’ gallery: an animated history of the brand showcased oneworld’s past, present, and future, displayed across 11 synchronised 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.
The 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, Brand and Marketing, Oneworld