The problem:

El Al is the largest airline in Israel, but it faces a challenge:

It is perceived as elitist and somewhat distant to the general Israeli public.

While it positions itself as the "home away from home" to Israelis abroad,

this message doesn’t resonate effectively with the local audience.

How do you associate El Al with Israeli culture?

The solution:

we collaborate with Hanan Ben Ari, a popular singer and songwriter who embodies the essence of Israeli culture

with his relatable, down-to-earth style. His song "Hanania," commonly sung at performances and loved by audiences,

became the perfect tool. By pairing the song with authentic Israeli experiences that resonate with the broader public,

El Al successfully redefined itself as a unapologetically Israeli brand—celebrating its identity rather than distancing itself from it.