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Wunderman Brazil creates "historic luggage" for TAM

20 October, 2014


Airport luggage carts transformed into replicas of historical aircraft for Brazil’s Children’s Day
SÃO PAULO — TAM Airlines, Brazil’s largest airline, celebrated Children’s Day by unveiling the “Historic Luggage” project. Created by Wunderman Brazil, it transforms traditional airport luggage carts into replicas of the TAM Museum’s classic airplanes. Once again, the 14-bis (designed by the Brazilian Alberto Santos-Dumont), the Supermarine Spitfire (the most famous British fighter plane of WWII), the Gloster Meteor (the first British jet fighter) and the American Flea Ship (the first airplane designed by a woman) will take “flight.”

The interactive campaign at the Guarulhos International Airport (São Paulo) will take place throughout October and serves to help increase visitation to the TAM Museum. “This project represents our passion for aviation and undoubtedly is one of the most involving ways we found to demonstrate to our clients how much the dream of flying is present within each one of us. Besides, it’s an opportunity to share with the passengers a little of the TAM Museum collection,” says Eduardo Costa, marketing director at TAM.

The replicas, positioned close to TAM’s check-in area, were equipped with earphones so children could learn about aviation history and about each one of the miniature airplanes they were “piloting.” “TAM Museum in São Carlos (Brazil) has on display over 90 airplanes, including pioneers, classics, jets and fighter planes. These miniature reproductions provide a fun way of generating new visitors to the museum and reinforcing TAM’s historical commitment to aviation,” says João Francisco Amaro, TAM Museum president.

Children's Day in Brazil (in Portuguese: Dia das Crianças) is celebrated on October 12, with parents giving gifts to their kids.

According to Adriano Abdalla, general creative director at Wunderman Brazil, the dream of flying has been in everyone’s imagination from an early age. “On the day of a trip, kids can’t wait for the moment they get on the plane and start the adventure. Our campaign anticipates this magical moment and points out that with TAM, the dream of flying starts at check-in.”

To promote the campaign, the agency also created a film for TAM’s website and onboard media, an ad for TAM’s magazine TAM Nas Nuvens, a project site ( and content for the airline’s social networks.

The campaign was created by Adriano Abdalla, João Paulo Martins, Rafael Palermo, Luis Paulo Alegretti, Diego Ferrite, Diogo Mangiacavalli, Ugo Zamponi, Yuri Oshiro and George Gomes, with creative direction by Adriano Abdalla and Paulo Sanna.

Andrew Sexton +1 212.941.3726

About Wunderman
Consistently ranked among the world’s top digital, CRM and mobile agencies, Wunderman delivers deeply connected brand experiences, consumer engagements, data and insights, and healthcare marketing solutions that build brands and businesses. We blend creative, data and technology to connect customers and brands. Founded by Lester Wunderman in 1958, the agency now has 175 offices in 60 countries. Best Buy, Citibank, Coca-Cola, Ford, Microsoft, Pfizer, Telefónica, Shell, United Health Group and leading local brands are among our clients. Wunderman is part of WPP (NASDAQ: WPPGY) and Young & Rubicam Group. Learn more at and @wunderman.

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