Love is in the Airplane Mode - Advertising Campaign

The smartphone, though born to connect people, has become a more and more divisive element. Today, people often ignore those close to them to give priority to their devices. And this happens everywhere - at the restaurant, at the park, even in the bedroom.

Everywhere, except in one place: on board an airplane, where smartphones have to be switched off. We invited all lovers to spend Valentine’s Day as if they were on flight, by switching their smartphones to Airplane Mode.

We created a special promo that let users purchase discounted ITA Airways tickets, only when they had switched their devices to Airplane Mode.