Besides nice gifts and really beautiful ads that announce that the holiday season is arriving, Christmas usually means more time spent with family. Parents, grown-up kids, and even grandchildren gather from around the world to celebrate this magical time of the year with their beloved ones in the warmth of their homes. Alas, the Christmas period is over, the houses once filled with joy start to empty out since everyone has to return to their ordinary lives.

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But what happens when different brands work together to make these happy family moments more frequent? To encourage youngsters aged between 12 and 24 years to travel more around France, HOP! Air France – an airline network with over 130 destinations in France and across Europe — shared ideas with Havas’ advertising agency Les Gaulois — which won 10 Lions at the Cannes Lions in 2014 — and set in motion a new campaign, named fittingly RUN TO MUM. Moreover, to make the adolescents run back home, Adidas and the popular stylish store in France, Citadium, both joined this project.

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The initiative is accompanied by a video in which we can see the moments days after Christmas, when children are going back to their business. Saddened by this, parents decide to figure out a way to make their sons and daughters return home sooner, and more often.

To underline that air travel is the easiest way to go on a journey, to help the lonely parents, and also to promote the Youth Pass loyalty card, Air France’s regional airline HOP! has launched the #RunToMum event, through which parents can offer a special gift to their kids: the new Adidas EQT Support ADV sport shoes.

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But there’s a catch: they will only send one single shoe, together with the card from the airline — that has up to 30% discounts to more than 100 destinations in France. The second shoe will remain with the parents, who will keep it safe until the young adult arrives home. Thanks to the card, teenagers can jump in the plane right away and are lured home, too see their parents and, of course, to get the other shoe back.

The HOP! Air France’s initiative brings up memories and carried out a similar message: to bring the kids back home. The Australian campaign, named “Guilt Trips“, was made for southeast state Victoria’s regional public transportation authority, V/Line, and was done in partnership with McCann Melbourne agency, which is also known for the “Dumb Ways to Die” videos.

On top of that, the short-film brought the agency the top prize in the Creative Effectiveness category, by winning the first Grand Prix at the 2014 Cannes Lion festival.

The newest video was created by Les Gaulois agency and directed by Julian Nodolwsky who has several successful projects under his belt, including commercials for Red Bull and the Peugeot.

The current campaign was available from 26th to 28th January at the trendy Citadium store, where the airline agency provided a special area dedicated to this event. Those who couldn’t make it to the store still have the opportunity to buy the sneakers online until 7th February, following the same idea: one shoe for the parents and the other shoe and the card for the teenager. Would you buy your child one?

Credits:

Client: HOP! Air France

Advertising Agency: Les Gaulois, Puteaux, France

Chief Creative Officer: Xavier Beauregard

Creative Directors: Hadi Hassan-Helou – Jérôme Gonfond

Art Director: Paul Garnier

Copy Writer: Julie Moreno

Tv Prod: Sarah Bouadjera

Production: ALLSO

Director: Julian Nodolwsky

Producer: Franck Annese

Sound: HRCLS