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Chicago, IL 60601
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Kappie Kopp

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With China Airlines, You Never Know What Travel Will Bring You

The new campaign by Leo Burnett Taiwan takes a humorous look at the real impact our travel experiences can have.

For younger generations, traveling means creating real experiences that leave a mark on your life. And that’s exactly what China Airlines and Leo Burett Taiwan have served up in their latest campaign.

The off-kilter, humorous commercial shows a series of people grappling with unexpected consequences of travel, from a bigger shopping spree than you bargained for, to a new tattoo you don’t quite remember getting and even a surprise marriage or pregnancy. It’s an entirely new interpretation of travel souvenirs, showing how our intracultural experiences can have a more lasting impact.

Through research and social listening, Leo Burnett Taiwan found that young people spend more on experiences. “[Travel] meant something more than making friends jealous with gorgeous pictures on Instagram, crossing off places from a wish list, or buying little keychains and other clutter we bring from faraway places,” said Murphy Chou, Leo Burnett Taiwan chief creative officer.

“We found that travel meant the experience that leaves a mark on life, by changing the way we think, look and feel; or even a change to our whole life.”

The campaign quickly soared with nearly 9 million views and 50k+ likes in the first two weeks. Additionally, it led to young people sharing their own stories of travel souvenirs on social forums.

China Airlines reveals a clear truth: You never know what travel will bring into your life.

July 18, 2019