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 18 years and the relationship with Phill and the team is stronger than ever.


With all eyes on Japan for the 2019 Rugby World Cup and 2020 Olympics, as well as an increase in tourism of over 250% in the last 10 years, we needed 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 had to reveal ANA as intrinsically Japanese.


We 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.

Sky High Campaigns

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.

The number of years we’ve been in a relationship with ANA – Phill 18 years,  Rebecca 9 years, Omar 8 years and Charlotte 6 years!

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

Kemosabe played an integral role in ANA’s global positioning.

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

The number of global rebrands we've worked on.

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

Increase in European passengers since 2018.

Increase in total revenue in the last year. 

"For the last two years you have tirelessly helped me establish We Are Japan and made it come alive literally in everything we do"

— Nanako Murakami, EMEA Marketing & PR Manager at ANA

ANA We Are Japan Campaign

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.

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

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


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


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

"After 18 months of working closely with Tumblr, it was wonderful to trial the new Tumblr Sponsored Day product, which gathered millions of impressions worldwide and over-achieved on our key KPIs."

— Nanako Murakami, EMEA Marketing & PR Manager at ANA

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.

ANA Luxeat Culinary Journeys
ANA Kabuki Event
ANA Luxeat Culinary Journeys
ANA Luxeat Culinary Journeys
ANA Luxeat Culinary Journeys
View of Eiffel Tower
ANA Event Paris photobooth
ANA Event Paris pull up banner

Creative Portal

Kemosabe has created and built a bespoke Creative and PR Portal for ANA. Used by over 25 ANA staff across 9 regions in EMEA, daily.

The Creative Portal is the home for all TTL assets and is where all creative briefs are sent. The PR portal hosts all assets and press releases for journalists, allowing us to easily and regularly collaborate with ANA's global PR agency.

ANA web service screen mock ups