I was cycling home from work during the week when I was stopped in my tracks. A huge vogue style billboard faced me as I turned the corner, It was the Air France ‘Glamorous Getaway’ campaign. It wasn’t the fact that it looked like a giant spread from Harper’s Bizarre that got me, it was Air France’s confidence to abandon their usual brand identity for the benefit of the campaign. For any corporate brand their identity is paramount and because of this they are usually very strict in policing it’s application, so to see such a drastic approach is not only rare but very refreshing. It is for this reason alone that Air France should be applauded, it was their willingness to allow the brand to be reinterpreted for the appropriateness of the campaign that makes it such an effortlessly elegant and complimentary combination of image and brand. I hope that more brands will recognise it’s success and see the benefit of having the confidence to loosen the brand strings a little for the overall better of the campaign.