ANA

ANA's in-flight duty-free pre-order service had two quiet problems: most international travelers didn't know it existed, and the ones who found it perceived the booking flow as complicated. We needed creative that built awareness and walked first-time users through the actual screens — across five languages, with the same characters carrying the brand voice end to end.

A ninja and a flight attendant duo carried the campaign year-round. We chose ninja for three reasons: it reads instantly as 'a Japanese service,' without relying on language — critical when the same creative has to land in five markets; the ninja's fast, deft movement mirrors the actual service promise that pre-ordering is quick and smart; and the character tone stays warm and approachable instead of stiff-commercial, which matters when a first-time user meets the service mid-flight. From there, the same cast was carried across every touchpoint of the duty-free pre-order campaign — brand film → multilingual static banners → short-form social reels → a no-VO tutorial built from screen recordings of the live ANA pre-order site. Every asset was localized for EN, JP, ZH-CN, ZH-TW, ZH-HK and TH, with art and motion tuned to read on small in-flight screens and silent feeds alike.

ANA adopted the ninja characters internally as well — reusing them in their own presentations and brand decks, an unprompted signal that the world we built had become part of how the team talks about the service. The tutorial video shipped in JP, EN and CN in time for the spring 2025 release window, completing a campaign system the in-flight team can keep extending into future routes and seasons.