“Flight + hotel” packages have become a major growth driver for airlines. Air France had been active in this space for several years under the sub-brand La Collection.

At the end of 2024, La Collection was rebranded as Air France Holidays—a name that better highlights the core offering and positions the brand on a more international stage. This shift opens the door for Air France Holidays to grow into a true sub-brand.

The main challenge of the campaign was to establish Air France Holidays as a distinct brand, with its own communications and unique visual identity—all while preserving the premium feel and quality that Air France is known for, evoking the luxury sector.

TBWA\Paris created four distinct visuals, each representing a classic holiday destination: a vibrant city, a tranquil sun-soaked beach, a cozy cabin in nature, and a rooftop at sunset.

Each image was crafted entirely from digital-life pictograms—alarm clocks, emails, passwords, and more—arranged in the style of the pointillist movement. Every pictogram was carefully chosen for its color, shape, and the role it plays in our everyday routines.

The result is a set of posters that invite double interpretation. From a distance, they reveal stunning vacation landscapes. Up close, each dot transforms into a familiar symbol of daily digital life.