Jellyfish Launches Japan Airlines “You Mean the World’ Global Brand Campaign, Leveraging Liverpool FC Sponsorship

Japan Airlines (JAL) and leading global digital marketing business Jellyfish, proudly announce the launch of You Mean the World, a global brand campaign featuring Liverpool FC players. Japan Airlines is the Official Airline Partner of Liverpool Football Club. The campaign is rooted in the shared belief that every individual, whether a passenger in the sky or a fan in the stands, deserves to feel like the center of the universe.

The campaign brings to life the airline’s deep-rooted spirit of omotenashi—Japan’s tradition of selfless hospitality. It emphasizes how Japan Airlines goes beyond expectations to make every moment onboard truly special and highlights the airline’s commitment to providing an exceptional travel experience. Guests are invited to enjoy a respite from their active daily lives as they explore the world.

Japan Airlines’ omotenashi ensures that every customer, from a first-time flyer to a seasoned traveler, feels uniquely valued through thoughtful, attentive service. This partnership merges the journeys of travel and football, symbolizing a shared commitment to creating exceptional experiences and honoring the people at the heart of their success.

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, developed through 3D scans of the players by Mayda Creative Co., reflect the perfect balance of tradition and innovation.

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“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 will launch in 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.

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Jellyfish, is an integrated global digital marketing business. Clients include some of the world’s most recognisable brands; Google, Netflix, Japan Airlines, Bissell, and Uber.

Japan Airlines (JAL), Japan’s first private aviation company, was established in 1951 and is a member of the oneworld® Alliance. The airline operates a fleet of 227 aircraft (as of March 2024) and began renewing its international long-haul aircraft with the Airbus A350-1000 starting 2023 Winter Schedule. Together with other JAL Group and partner airlines, JAL offers an extensive domestic and international network that serves 384 airports across 64 countries/regions. The airline has received numerous accolades for its exceptional service, including being recognized as a certified 5-Star Airline by Skytrax and being awarded the prestigious “World Class” Airline title by APEX, the Airline Passenger Experience Association. The airline is dedicated to ensuring the highest standards of flight safety and overall service quality, striving to be the most preferred airline by customers worldwide.

For details and to learn more, visit JAL’s official website at https://www.jal.com/en/.

Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs, having won 19 League Titles, including the Premier League, eight FA Cups, 10 League Cups, six European Cups, three UEFA Cups, four European Super Cups, 16 Charity Shields, two Women’s Super League titles and one Women’s Championship.

As a socially responsible Club, Liverpool FC is proud of the work it does via the award-winning The Red Way, its ongoing commitment to creating a better future for its people, its planet and its communities. This includes efforts to improve club-wide sustainability, enhance Equality, Diversity & Inclusion in all areas, and create life-changing opportunities for children and young people in Merseyside and beyond thanks to its official charity, LFC Foundation.