Emirates rolls out new global campaign

Emirates is rolling out a new campaign that seeks to showcase the lighter side of language.

Called ‘Share a Smile’, the airline has created 29 videos in 14 languages featuring members of its cabin crew expressing “quirky and unusual expressions and greetings from around the world”.

Created by StrawberryFrog, the work is the latest in Emirates’ global brand campaign Hello Tomorrow, which launched in April last year.

Sir Maurice Flanagan, executive vice president Emirates Airline and Group, said: “Emirates’ ‘Share a Smile’ has been created to showcase not only the breadth of linguistic skills amongst our international and multi-lingual crew, it is also intended to help build cultural understanding in a light-hearted way amongst travellers.”

The 29 videos in the campaign have been filmed in 14 languages: Arabic, Cantonese, English, French, German, Greek, Italian, Japanese, Korean, Mandarin, Portuguese, Russian, Spanish and Turkish.