Emirates
Global Brand Experience

With its new brand platform launching in early 2012, Emirates Airline asked Atmosphere to create a compelling global experience to support the arrival of “Hello Tomorrow.” Defined by its progressive outlook on everything that’s rewarding about travel, one of the platform’s key tenets is the notion that ‘we’re better together than we are apart.’ Rather than simply create communications that stated the message, we chose to demonstrate it through a digital experience that brought the philosophy to life.

Emirates
Global Brand Experience

How do you inspire an audience that spans more than 60 countries across six continents? Our solution was Emirates Harmony, an experience that put the world’s one universal language at the center of the engagement.

We began by composing a musical score as global as the airline itself. Just as Emirates erases borders on every flight, we did the same by bringing together a selection of international musicians whose very instruments are evocative of different cultures. From harp to oud, from saxophone to taiko drum, we specifically composed our song so that while each of the musicians sound amazing individually, the track becomes richer, more melodic and more resonant as each new instrument joins in —proving that we are indeed better together than we are apart.

Emirates
Global Brand Experience

Utilizing everything from online advertising to social media to music and travel blogs, we invited people everywhere to build their own version of Harmony by uniting any combination of three musicians in an engaging online app. Once the arrangement is completed, each “composer” can literally personalize their mix by adding their own voice, beat or notes using a webcam, video camera or microphone.

With the opportunity to share each video across the web, be featured in the Harmony Gallery and be edited into an official music video, participation is driven through the promise of a truly global audience for every contribution. And underlying the global nature of the experience itself, users are further incentivised by the idea that the most compelling contributions will end up crossing borders themselves — as celebrated content on the airline’s inflight entertainment system.