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Japan Airlines flaunts new 'On the Dot' global brand message

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Japan Airlines (JAL) has launched a new global brand message, "The Airline, On the Dot", focusing on attention to detail and punctuality which are two quintessential Japanese traits.Conceptualised and produced by M&C Saatchi Tokyo, the new brand message pays tribute to Japan's national flag while reinforcing JAL's status as a national carrier. "The Airline, On the Dot" will be reflected in TVCs, YouTube videos and aired in JAL's key international markets of Asia, North America and Europe.According to the press statement, M&C Saatchi will also work on other elements of the brand identity, which will be revealed over the next three years. JAL appointed the agency earlier this year to develop its new global branding, following a pitch which saw four other agencies participating.Sound City was also involved in the post-production of the campaign, which focuses on JAL's pride in truly understanding and valuing their customers' time. The 60-second TV spot features the sentence "Time is precious for those who fly, and for those who wait."https://youtu.be/pJ3Mh5YiK18In a statement to Marketing, a spokesperson from M&C Saatchi said Asia is a significant market for JAL and the agency will work on localising brand identity for its Asian network over the course of the next three years.The spokesperson added that the new global branding has featured at New York's Times Square and the TVC will be featured on "key news channels" to capture the attention of business and leisure travellers. As M&C Saatchi's remit was to create a new global branding message, JAL will continue to engage other agencies for its other creative assignments, the spokesperson said.“'The Airline, On the Dot' message trickles down from the rational to the emotional. Whether it’s someone making it on time to a business meeting or a parent arriving in time for their child’s birthday or meeting their loved ones for that special day, it’s about getting passengers to where they need to be safely and on time," M&C Saatchi Tokyo CEO Tamio Koshino, said."Being punctual and precise are universally valued concepts no matter where you are from. They are also inherent Japanese traits which have become symbols of dependence and reliability," Koshino added.Credits Client: Japan Airlines Co., Ltd. Agency: M&C Saatchi, Tokyo Executive creative director: Tamio Koshino Planning directors: Akio Kimura and Nobuhiko Yamamoto Agency producer: Susumu Nagano Art director: Aya Inaba and Yuhei Asaoka Copywriter: Sarah Milan and Tamio Koshino Account: Akio Kimura, Asami Arai and Edward Lapsa Composer: Katsuhisa HattoriProduction company: M&C Saatchi Tokyo Director: Tamio Koshino Producer: Yusuke Kasai CG director: Manabu Sakamoto CG designer: Takeo Saito Photographer: Nicci KellerPost production: Sound City Editor: Susumu Nagano Sound engineer: Ryosuke Suetsugu Online/composition: Makoto Sakuma and Yusuke Tsubota

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