ANA, [a] Non-Agency Deployed Delta Airlines' Vision at CES 2020
NEW YORK, Feb. 13, 2020 /PRNewswire-PRWeb/ -- At CES 2020 in Las Vegas, on the world's largest tech stage, Delta Airlines shared its vision for the future of airline travel when it became the first airline in history to exhibit and deliver the opening keynote address. To deploy its vision, Delta Airlines and its digital marketing agency Digitas selected the consultancy ANA, [a] Non-Agency and its President Michelle Collins to lead the design, fabrication, production and event management for its keynote and booth experience.
According to Michelle Collins, who served as Executive Producer and Executive Creative Director for Delta Airlines' CES presence, "Digitas and Delta's decision to work with ANA, [a] Non-Agency demonstrated their innovation and future-thinking culture that underscores their focus on people, talent and the 'unicorns' that build experiences.
"ANA, [a] Non-Agency is at the forefront of what brands and big agencies define as the 'new creative' for experiential advertising and consumer experiences. The biggest advertising agencies of record and luxury brands are shape shifting their services and experience design talent to identify and mimic what firms like ours have been crafting for several years," noted Collins. "I believe we are disrupting or evolving the business by challenging them to keep up with our business model."
About Delta's CES Experience
At CES 2020, Delta CEO Ed Bastian announced during his headlining keynote address several technology innovations that are transforming the future of travel, including its new Fly Delta application, PARALLEL REALITY™ display technology, SARCOS full-body wearable exoskeletons and an AI machine-learning operating platform. PARALLEL REALITY™ Technology will allow customers traversing the airport to see personalized content on a single screen simultaneously in their preferred language, while the AI- driven machine learning platform analyzes millions of data points to help minimize customer travel disruptions. The airline's CES booth hosted a number of immersive and interactive future travel concepts that attendees experienced first-hand.
During the planning stage, Digitas took the lead in client strategy, initial concept and brand identity. As their Experiential Partner, Collins and ANA designed and produced the full Delta Airlines CES 2020 Experience; they provided expertise in UX, Spatial, Application Design, Video and Motion Graphics, Creative Technologies, Lighting and AV, and Live Show & Event Production. The ANA [a] Non-Agency team included 3D Spatial Designers, a Watchout Systems Director, Keynote Director, After Effects Designer, Scenic and Show Lighting Designers, Sound & Music Engineer, Event Producers, Visual Design and Merchandising, Creative Technologist, Software Engineer, AV Technical Directors and Fabrication Specialists.
Collins explained, "One of the golden rules of experience design is that the visitor/attendee is the priority. They should be drawn to a trade show or retail space visually like a store window, but the design should also subtly suggest a directional flow without inhibiting natural discovery and fulfillment when finding something of interest.
"CES is a mecca for savvy and skeptical media, consumers and creators alike who live and breathe technology. But rather than try to mimic the digital marvels of the biggest technology brands, Delta's booth and keynote had to be authentic and centered around the Consumer, designed with a balance of EQ and IQ as a place for consumers to explore, interact and connect on a personal level with Delta. Every color, digital content, lighting, fabric and placement of activation was designed to mimic the feeling and experience of travel in the eyes of Delta. Delta's vision statement, 'Keep Climbing,' warranted a booth that evoked this spirit. We designed a space that came alive and evoked emotions about being above the clouds from sunrise to sunset -- a space where the time of day would transition with stunning scenes and color programming which introduced gradient lighting through custom architectural and above truss lighting systems," Collins explained.
"The booth was exciting, unexpected and so elegant. The fluid architectural designs brought the technology products to life. The Delta Airlines CES 2020 booth delivered a beautiful experience, setting the new standard to strive for at CES 2021. I have never seen anything like this in all the years I have judged at CES," said Jonathan Roubini, an award-winning tech journalist and an Expert Judge of the CES Innovation Awards.
This approach also set the stage for the vision and the stunning visuals throughout Bastian's keynote presentation. "It was imperative to tap into the emotional state that would awaken attendees through visual multimedia and music that were inspired by classic strings mixed with electronic notes. Who doesn't love a dream state? How often are you able to share your vision on a massive 180-degree LED wall in front of 3,000 media influencers and technology consumers?" Collins noted.
According to Forbes magazine, "On the whole, it wasn't just a good speech full of ambitious promises… it was a siren call to the entire aviation industry, whose leaders now face a choice: Invest in new tech or get left in the dust. Delta's dust, specifically, which makes Bastian look like glitter."
The Delta CES 2020 Experience was the #1 Twitter Trending topic by Day 2 of the CES show, while the Keynote Show was standing-room only, a first in the history of CES.
About ANA [a] A Non-Agency
ANA [a] Non-Agency maintains a small, highly-specialized and meticulously-selected team of Directors of Creative, Strategy, Experience Design, Fabrication and Technology, to develop the strategy, ideation and ultimately produce the next evolution of installations that are changing the way consumers experience and buy brands. Such agencies of record as Wasserman, Publicis, M&C Saatchi and Digitas, as well as luxury and other global brands including Richemont N. America, Lancome, Van Cleef & Arpels, Google Play, and Kate Spade, to name a few, have tapped Michelle Collins and ANA, [a] A Non-Agency, to develop and deploy their first experiential marketing strategies and installations. Based in New York City, ANA, [a]Non-Agency was founded in 2016. Visit http://www.anonagency.com.
SOURCE ANA