Go somewhere
different
Air Asia
The brief:
Air Asia want people to go somewhere different; to pioneer travel across all of Asia, encouraging the everyday person to travel beyond the usual hotspots to uncover hidden gems across the continent.
insight
Travellers crave the feeling of being "comfortably uncomfortable" - discovering new places while still finding elements that feel familiar. This balance makes adventure feel both exciting and safe.
idea
“Not Where You Think”
Asia is full of breathtaking destinations that resemble the world’s most famous travel hotspots, but with their own unique twists. What looks like the Swiss Alps? Kyrgyzstan. That Santorini sunset? Okinawa. The Maldives? Nope, it’s Palawan.
AirAsia challenges travellers to explore the places that aren’t where they’d first think.
execution
OOH: High-impact billboards and transit ads juxtaposing famous global destinations with their Asian lookalikes, surprising passersby with a "Not Where You Think" reveal.
Paid Social & Display: Eye-catching carousel ads and short videos teasing well-known travel spots, only to reveal their unexpected Asian counterparts.
Interactive Microsite: A gamified experience where users guess the location of a travel photo, often mistaken for a famous destination, and get inspired to book a trip.