Japan Airlines has partnered with Liverpool FC players for a new global brand campaign highlighting the airline's commitment to Japanese hospitality traditions. Olivia Palamountain reports

Japan Airlines' "You Mean the World" campaign is a collaboration with some of the world's finest footballers.

It was created by digital marketing agency Jellyfish and features footballers Dominik Szoboszlai, Darwin Núñez and Jenna Clark in visuals incorporating Japanese symbols: crane feathers representing tranquillity, butterflies symbolising the excitement of travel and cherry blossoms depicting renewal.

"Our new overseas advertising campaign aims to inspire potential travellers and showcase the exceptional service that can be expected when travelling with us to destinations around the world," says Minako Kent, managing director of global marketing at Japan Airlines.

"Our goal was to capture the magic of travel through Japan Airlines' lens of omotenashi," adds Mayumi Tatsuta, VP creative at Jellyfish. "This campaign celebrates those unforgettable moments where care, comfort and wonder converge."

The campaign emphasises omotenashi - Japan's tradition of selfless hospitality - and launched in late January 2025 across Connected TV, online video, social media and digital out-of-home platforms in the UK, US, Thailand and Singapore.

Japan Airlines is the Official Airline Partner of Liverpool Football Club. The visual elements were developed through 3D scans of the players by Mayda Creative Co.