We Are Japan

In 2001, Phill Clark – Creative Director at Kemosabe – pitched for All Nippon Airways, Japan’s largest 5-Star airline. 17 years on, Kemosabe still run all of their European marketing. Work for ANA is produced in anything up to twelve languages, in all media formats: online, off-line, above-the-line, below-the-line, branding, exhibitions, press, events, PR, social, print, digital, photography, film. Etc.

Take a peek at the fleet.

We are Japan

Kemosabe developed and deployed ANA’s We Are Japan campaign. Designing global brand guidelines and positioning, curating all content, and running numerous activations, we ensure guests understand that ANA is Japan, refined hosts through thousands of years of tradition.

Only with ANA, Japan’s largest 5-Star airline, will you discover a truly authentic experience from the moment you board your plane; our strategy focuses not only on ANA’s 5-Star services, but also on Japan’s unique destinations. And with the leisure market growing and all eyes looking to Japan for the Rugby 2019 World Cup and 2020 Tokyo Olympics, we make sure ANA are firmly the airline of choice.


Kemosabe curate and manage ANA’s We Are Japan platform across three different languages.

With our in-house specialist knowledge we produce content on behalf of ANA, flying to Japan to discover new stories and create a hidden gem guide to all there is to EAT, DRINK, SEE, STAY, DO and DISCOVER. 

ANA We Are Japan Tumblr pages on mobile

Print and Digital

Print and digital campaigns for ANA are spread across the entirety of EMEA. And with routes to over 45 domestic locations and direct daily flights to Tokyo from their European hubs – London, Paris, Brussels, Frankfurt, Munich, Dusseldorf, Austria and more – they’re non-stop too.

ANA ad
ANA ad
ANA Belgium Airport Poster


Kemosabe also curate, shoot, direct, produce and score films for ANA – whether they’re for promotional material, products and services, social media content, CNN’s Great Big Stories, the Six Nations Rugby, or more.


Events for ANA range from corporate conventions and trade shows to evenings of Kabuki theatre overlooking the Eiffel Tower. Celebrating ANA’s roots in authentic Japanese hospitality, we create experiences that bring guests face-to-face with the nation’s true culture.