Possibility Guaranteed

JCDecaux Airport
Branding / Motion Design

Internal rebranding.

In recent years JCDA has promoted the benefits of airport advertising under two different banner straplines:

Where business takes off  · A clear focus on a key benefit of airport advertising · our ability to engage and influence a business audience, which will in turn lead to greater returns for a client’s business. A rational pitch.

A World of Possibility · A conscious return to focusing on the ‘specialness’ of the airport context. A unique environment where people think and act differently, and which is built on a legacy of style and glamour. A more emotive pitch.

Following this, it evolves to ‘Possibility Guaranteed’.

Juxtaposition: ‘Two things being seen or placed close together with contrasting effect’.

JCDecaux used the idea of the juxtaposition of the two words: Possibility and Guaranteed ’Possibility’ being an elegant and fluid form creating more playful impression, suggesting that anything is possible. ’Guaranteed’ is on the other side of the spectrum. It’s bold, powerful and solid, giving a sense of security and safety. The main message: Not only do we have an endless amount of possibilities for our customers but we can guarantee them.

“We are explorers. We devise and materialise. By believing in countless possibilities in today’s world of technology and global communication, we grasp every opportunity to shift impressions and guarantee success.”