‘You Mean the World’: Japan Airlines Features Liverpool FC Players in New Campaign

Japan Airlines, in partnership with Jellyfish, has unveiled its new global brand campaign, “You Mean the World,” featuring Liverpool FC players.

As the Official Airline Partner of Liverpool Football Club, Japan Airlines emphasizes the shared belief that everyone, whether a passenger soaring through the skies or a fan cheering from the stands, deserves to feel like the center of the world.

At the heart of the campaign lies the spirit of omotenashi — the Japanese tradition of selfless hospitality. The airline strives to exceed expectations, creating unforgettable moments for passengers onboard. It highlights Japan Airlines’ commitment to delivering exceptional travel experiences.

The campaign features Liverpool FC stars Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in visually striking narratives that blend symbolic metaphors: crane feathers for tranquillity, butterflies for the excitement of travel, and cherry blossoms for renewal. These elements were developed through 3D scans of the players by Mayda Creative.

“Our new overseas advertising campaign aims to inspire potential travelers and showcase the exceptional service that can be expected when traveling with us to destinations around the world,” said Minako Kent, Managing Director of Global Marketing at Japan Airlines.

“We also want each and every customer to know how much they are valued through a simple yet sincere message expressing that they mean the world to us.”

“Our goal was to capture the magic of travel through Japan Airlines’ lens of omotenashi,” said Mayumi Tatsuta, VP Creative at Jellyfish. “This campaign celebrates those unforgettable moments where care, comfort, and wonder converge.”

The “You Mean the World” campaign launched late-January 2025 on Connected TV, online video, social media, and digital out-of-home platforms in the United Kingdom, the United States, Thailand, and Singapore.

Also published in: Branding In Asia