Campaign details
Brand: LEVELClient: International Airlines GroupAgency: Superunion
Summary
This case provides reassurance for those who believe that 'strategy is the art of sacrifice.'
IAG's new airline brand, Level, became an overnight success (literally) because it identified a clear audience need and sacrificed everything that got in the way of delivering on that need.
It sacrificed a comfortable way of working for one that would be best suited to the task.
It sacrificed anything that could get in the way of a strong idea that worked seamlessly through design and communication.
It sacrificed superfluity to...