Travel firm TUI has unveiled a new take on the classic in-flight safety film by re-imagining the traditional briefing through a series of vignettes celebrating the world of cinema.
Developed in partnership with creative agency Leo Burnett UK, ‘Safety: A Global Film’ takes the viewers on journey through various Hollywood blockbuster tropes, all the while reminding us of the utmost importance of air travel safety.
Each scene takes inspiration from a different genre popular in, or made famous by a country that TUI operates to, ranging from ancient Egyptian tombs to Kill Bill-esque pagodas.
Produced by Missing Link Films and directed by Alicia MacDonald, the film will be shown onboard all of the travel operator’s Boeing 787 Dreamliner aircraft as well as selected Boeing 737s in most of its European markets.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency news sent straight to your inbox each morning
“What a great brief. This cracker has been a true labour of love from our brilliant TUI Team,” Leo Burnett UK chief creative officer, Mark Elwood said.
“Taking inspiration from popular film genres from across the globe (destinations for TUI), the attention to detail, the craft and humour will hopefully entertain and inform our audience in equal measure. Please fasten your seatbelts and pay attention until the end of the film.”
To optimise the film’s impact across each region, Leo Burnett worked with local Public agencies on transcreation with 28 different version eventually made in eight different languages.
TUI Group global brand and content director, Toby Horry added: “The safety briefing is an essential part of any flight, and its vital passengers pay full attention. There’s no better way to achieve this than with a brilliantly-crafted and engaging film – and I’m delighted with the end result.”
