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Emirates
The Taste

2017
Emirates' problem in Europe was never awareness. It was desire. The airline flies to more places than most people will visit in a lifetime, so the job was to make those places feel worth going to. I was one of the Art Directors on the account at Geometry Global (later VMLY&R Commerce) for six years. The Taste, a 2017 TV sponsorship on Sat.1, is one campaign from that time.
Role
Art Director
client
Emirates
Agency
VMLY&R Commerce / Geometry Global
Type
TV Sponsorship • Motion Design

(2017) The Taste, Sat.1 TV Sponsoring

Context

Emirates sponsored "The Taste" on Sat.1, one of Germany's biggest cooking formats, and ran a companion advertorial series straight after each episode: "Tastes of the World."

The idea was simple and right: Emirates' chef Heiko Schäfer presents the culinary highlights of the airline's destinations, turning each episode into a taste of the trip. Nine advertorials, primetime, DACH.

I re-edited and extended the case film for award submissions, adding visuals to make the campaign's reach and results legible in a competition context.

Teaser trailers: 15-second YouTube ads that ran ahead of each week's episode, driving the audience to the Emirates "The Taste" microsite.

Tactical assets: 10-second videos for Instagram and Facebook, feed and stories, carrying the price message to food- and travel-minded audiences.

My Role

I was in the annual DACH planning cycle from the start, where the strategy and campaign measures get pitched and agreed, and carried it through to delivery across every touchpoint we owned. The main TV segments were produced externally. Everything that kept Emirates present and consistent across the sponsorship was mine: the full motion-graphics package (logo animation, idents, on-air assets), every paid social format, the teaser trailers that closed each episode, the Smart TV content, and the animated assets on the campaign microsite.

A snippet from the Emirates The Taste Sponsoring Microsite for Mauritius.
The sponsored microsite gave each weekly destination room to breathe: a short introduction, the recipes from that episode's segment, and a flight-booking quick-card.
Results

Self-reported campaign research (SevenOne Media / Payback, n=1,000 regular Sat.1 viewers, 25–54) and the SevenOne case film:

  • +95% brand ad recall among regular viewers.
  • 97% watched the advertorials to the end.
  • +32% brand equity over the campaign period.
  • 82% of regular viewers said they would now book Emirates.

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The completion, brand-equity and booking-intent figures come from the SevenOne / Emirates case film.

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Project overview