The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Disconnect
Agency TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Billancourt + Studio Asile / Paris + EG+ / Boulogne-Billancourt
Category
Craft / Art Direction
Annual ID
OS25_PT039M
Background
The offer of "flight + hotel" packages has become a major growth driver for all airlines. Air France had been addressing this market segment for several years with a sub-brand called La Collection.
At the end of 2024, Air France renamed "La Collection" to "Air France Holidays." This new name pushes the brand in a more international platform and highlights the core product more efficiently. It raises the potential for Air France Holidays to become a true sub-brand.
The main challenge of the campaign was to turn Air France Holidays into a real brand, with its independent communications and unique visual identity. All while maintaining Air France’s premiumness, with a quality often reminiscent of the luxury industry.
At the end of 2024, Air France renamed "La Collection" to "Air France Holidays." This new name pushes the brand in a more international platform and highlights the core product more efficiently. It raises the potential for Air France Holidays to become a true sub-brand.
The main challenge of the campaign was to turn Air France Holidays into a real brand, with its independent communications and unique visual identity. All while maintaining Air France’s premiumness, with a quality often reminiscent of the luxury industry.
Creative Idea
To establish Air France Holidays’ visual identity within Air France’s historical brand, we chose a strong, elegant symbol rooted in French artistic heritage : pointillism.
To encourage the French to take the holidays they deserve, we created true pointillist paintings depicting classic holiday destination - where each dot is a pictogram representing the digital distractions that constantly invade their lives.
A call to "Disconnect" by taking these well-earned vacations.
To encourage the French to take the holidays they deserve, we created true pointillist paintings depicting classic holiday destination - where each dot is a pictogram representing the digital distractions that constantly invade their lives.
A call to "Disconnect" by taking these well-earned vacations.
Insights & Strategy
Today, more than ever, holidays are a cherished time of the year.
They offer a chance to disconnect and serve as a reward for everything we endure throughout the year. And wherever we are, whether in professional or personal setting, we are increasingly bombarded by constant notifications.
That’s why Air France Holidays positions itself as a valuable enabler, making it easier to take the well-deserved vacations that allow us to finally disconnect.
They offer a chance to disconnect and serve as a reward for everything we endure throughout the year. And wherever we are, whether in professional or personal setting, we are increasingly bombarded by constant notifications.
That’s why Air France Holidays positions itself as a valuable enabler, making it easier to take the well-deserved vacations that allow us to finally disconnect.
Execution
We created four different visuals, each representing a classic holiday destination: a large bustling city, a quiet sun-drenched beach, a cabin in the hear of nature, and a sunset rooftop.
Each visual is entirely composed of pictograms from our digital life (alarm clocks, emails, passwords, etc.), put together in the style of the pointillist movement.
The images were crafted by artists from the Paris-based studio Asile.
Results
The campaign generated a 69% increase in total bookings on the Air France holidays website, a dramatic increase from the previous campaigns.
All this also through the 317% increase in Google Searches for “Air France holidays”, which proves the campaign drew curiosity and interest in the product. The rebranding and new visual identity clearly drew customers to the website who converted into bookings for the company.
On top, the campaign has garnered 13.5M+ impressions with a +106% reach rate.
All this also through the 317% increase in Google Searches for “Air France holidays”, which proves the campaign drew curiosity and interest in the product. The rebranding and new visual identity clearly drew customers to the website who converted into bookings for the company.
On top, the campaign has garnered 13.5M+ impressions with a +106% reach rate.
2025 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Paris / Boulogne-Billancourt
Agency In-House Production Company
\ELSE / Boulogne-Billancourt
EG+ / Boulogne-Billancourt
Production Company
Studio Asile / Paris
Art Director
Jordan Lemarchand
Chief Creative Officer
Benjamin Marchal
Faustin Claverie
Chief Strategy Officer
Loic Mercier
Writer
Nicolas Roncerel
VP Brand & MarCom
Sylvie Tarbouriech
Account Executive
Violette Dubois
Art Buyer
Elise Kubler
Chief Operating Officer
Caroline Vanrompu
Deputy Managing Director
Jean-Francois Reiser
Digital Account Manager
Thomas Lorre
Director of brand media strategy & media Buying
Catherine Masson
Executive Vice President
Anne Vincent
Global Group Account Director
Edwin Stephenson
Global Head of Communication Marketing
Virginie Deprost
Group Account Manager
Luca Dugaro
Head of creative producers
Maxime Boiron
Head of Music & sound
Olivier Lefebvre
Omnichannel Marketing Manager Europe
Melissa Aubert
Print producer
Laurence Collavini
Senior Connection Planner
Christophe Werbrouck
Sound Director
Fanny Mithois
Related Awards
