WEDNESDAY 1 AUG 2018 9:09 AM


Star Alliance, the world’s largest airline group, takes care of thousands of individual flights every day. One of its major logistical challenges is assisting passengers who are running late for a connecting flight. Last year alone, Star Alliance airlines expedited 54,000 passengers and 246,000 suitcases, which the company is working to improve this year.

To help meet this objective, Star Alliance released an epic car chase-style short film by Atomic London, an independent creative agency. It launched a campaign aimed to raise awareness for Star Alliance’s Connection Service.

The launch of this campaign is part of Star Alliance’s new marketing strategy that focuses on the details that makes its clients’ journeys smooth; in connection to the ‘Details Matter’ global creative platform which debuted earlier this year. Guy Bradbury, chief executive of Atomic London, says, “We relish the bravery of clients like Star Alliance, in making an ambitious film like this with us. We suspect that a handbrake skidding, J-turning, pimped out, airport buggy is going to be pretty hard to ignore and rather difficult to forget. Which on average means it’s twice as effective. We’re thrilled to be releasing yet another ‘Never Quiet’ campaign like this.”

The short film opens on a distressed passenger who is late for a connecting flight. He is then welcomed onto the, at first glance, ordinary airport buggy by an airport attendant. It is not until the ‘go faster’ driver proceeds to put on her gloves and seatbelt and drifts through the airport that the passenger realises it is no ordinary buggy. What then occurs is a high speed race against time to deliver the passenger to his connecting flight before the gate closes.

With Hollywood style film direction by director Ben Perry and production through a boundary pushing family of award winning creatives, directors and producers, Armoury, the campaign was released on 23 July across all 28 Star Alliance airline members, social channels and Star Alliance’s owned channels and is supported on in-flight entertainment and online across the globe.



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