• by Fern Siegel , February 10, 2025

Japan Airlines believes every passenger deserved to feel like the center of the universe.

To bring that message home, it has launched the global brand campaign "You Mean the World" featuring stars from Liverpool's soccer team.

The creative by digital marketing agency Jellyfish is cross-platform, running on connected TV, online video, social media and digital out-of-home platforms in the United States, U.K., Thailand and Singapore. The agency also handles media.

The campaign highlights the spirit of omotenashi — Japan’s tradition of selfless hospitality. It centers on the airline’s commitment to providing an exceptional, attentive travel experience.

The digital OOH elements feature 3D scans of Liverpool soccer stars Dominik Szoboszlai, Darwin Núñez, and Jenna Clark in seats made out of cherry blossoms, feathers and butterflies. All contain symbolic meaning: crane feathers for tranquillity, butterflies for excitement and cherry blossoms for renewal.

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

Jellyfish's client work includes Swarovski, M&S, Hoka and Vodafone.