Softies, this case study carries a kleenex warning. Ready?

In 2015 on Mother's day, Monica was away from her family on a business trip. LAN learned of this and with the help of the Peruvian agency Tribal 121, the company decided to get a message from her son to the aircraft screens on which she was traveling. The result is documented in the following case video. The hidden camera footage became a huge viral sensation in Peru, the most shared video ever, the hashtag #ILoveYouToTheSkyAndBack lit up on all social media channels as other Peruvians declared their love for their mothers and shared this video. And LAN, the "business airline", suddenly had a softer friendlier more family oriented image.

Advertised brand: Lan Peru
Advert title(s): I love you to the sky and back.
Advertising Agency: Tribal 121, Lima, Peru.
Agency website:
Creative Director: Lucas Bargen
Head of art: Tomas Perrin
Copywriter: Mario Neuman
Art Director: Pio Dancourt
General Creative Director: Gonzalo Calmet
Account Director: Natalia Baca
Production Company: Katapulta


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.