We Are Japan


In 2001, Phill – Kemosabe’s Creative Director and Founding Partner – pitched to work with ANA, Japan’s largest 5-Star airline. Fast forward 19 years and the relationship with Phill and the team is stronger than ever.

With all eyes on Japan for the Rugby World Cup and 2021 Olympics, as well as an increase in tourism of over 250% in the last 10 years, we work to secure ANA as the first choice for travellers flying to Japan.

No matter how good the product is, an airline can’t persuade travellers to visit a destination based purely on their superior service – even if it is 5-Star! We decided to reveal ANA as intrinsically Japanese.

Mile Deep

Kemosabe launched ‘We Are Japan’ – a cross platform, destination driven strategy to highlight the authentic Japanese trends, traditions and secrets that only the locals know. This involved a whole new brand positioning, look and feel, tone of voice and targeting of key audiences, with year-round work across twelve different languages.

Go Deeper

By selling the true Japan as a destination to the luxury leisure market, we’ve made ANA the authentic voice of the nation.
Our inch-wide mile deep strategy sits at the centre of everything we do for ANA, even at 30,000 ft. We've worked on epic sized billboards, airport takeovers, new route launches and everything in between, covering all aspects of ANA’s EMEA marketing: online, off-line, above-the-line, below-the-line, exhibitions, press, events, PR, social, print, digital, photography, film, and more. Kemosabe played an integral role in ANA’s global positioning.

The number of years we’ve been
in a relationship with ANA.


We’ve increased EMEA routes
to Japan from 1 to 8.

The number of global rebrands
for ANA we've worked on.


ANA’s first creative agency to
win awards for the work produced.


ANA is growing four times faster
internationally than their main competitor.

The number of languages we create content in


Increase in total revenue
in the last year.

"you have tirelessly helped us establish We Are Japan and made it come alive literally in everything we do"

Nanako Murakami, Head of Marketing EMEA, ANA

Social Strategy

Kemosabe curate and manage ANA’s We Are Japan content hub across three different languages, flying to Japan to discover new stories and create a hidden gem guide to all there is to EAT, DRINK, SEE, STAY, DO, DISCOVER and GO.

With our in-house specialist knowledge, we produce content on behalf of ANA, talking to our audience in a truly authentic and informal way – engaging and driving them through to ANA’s booking site.

Play Video

ANA saw a 170% engagement rate per impression on our sponsored content, with a huge number of new followers within just 24 hours.


Our Sponsored Day resulted in a 120% over-delivery of impressions – 1,864,074 within 24 hours.

We’ve published 1,117 pieces
of content to date… and counting.


Our latest content campaign saw six times more audience engagement than previous.

Film & Video

We also curate, shoot, direct, produce and score films for ANA. These range from promotional material, products and services, social media content, CNN’s Great Big Stories, the Six Nations Rugby and much, much more.

Kemosabe regularly places teams on the ground in Japan in search of hidden cultural gems and trends. From there we interview, film and generate finished content that's used across all platforms.

50+ Events

As well as creating, building and managing numbers of events for ANA, Kemosabe has created the assets for over 50 other events and trade shows during the past three years. This doesn't take into account the other 15 years of our relationship. We’ve kinda lost count.

Event Locations: London, Barcelona, Brussels, Dusseldorf, Dublin, Frankfurt, Geneva, Ibiza, Munich, Paris, Rome & Vienna.

Play Video

Give Peas A Chance

We positioned it, named it and gave it its end-line. Job done.

Let's Talk About Death

How to start a positive international conversation about a difficult subject, from a local campaign.


Giving graduates the send off they deserve.