Gold for Etihad Airways at the Transform Awards MEA


A first for both Etihad Airways and Sixième Son, the Etihad sonic brand won Gold at the Transform Awards Middle East / Africa for “Best Use of Audio Brand”, truly setting new higher standards in the industry, perhaps all industries.

Etihad – Brand Movie
Etihad – Packshot

“We couldn’t be prouder about what this means for our client and for our passion, sonic branding. With every project, we stress that sonic branding is not just the three seconds at the end of a TV commercial, but a true brand asset that can make, or break, the brand experience at every touchpoint. This nomination supports our belief and now proves it to the world. Working with the Etihad team has been mutually enriching and we’re truly
grateful that they stepped up to push boundaries with us”.

Laurent Cochini, Managing Director, Sixième Son.

The experience on-board a plane is not where the brand experience begins. For an airline company, the traveler must be convinced to choose one service over another, many touchpoints before take-off. This drove the strategic and creative work to develop a sonic identity that would contribute to a holistic brand experience, inspiring travelers to follow the brand tagline, “Choose well”.

Etihad Airways proudly carries its heritage and values, and aims to bridge cultures between continents by welcoming the world to Abu Dhabi. It was then clearly important that the sonic identity conveys their Emirati roots, while remaining modern and approachable. Sixième Son was particularly inspired by the traditional Al Sadu weaving method; an emblematic Emirati craft of skill and creativity. The agency blended traditional instruments with both organic and electronic textures, overlapping and responding to one another, mirroring the weaving method. They also worked with local musicians to ensure authenticity, using instruments such as the ney, kanoon and oriental percussion, and to produce a melody exclusive to the Etihad experience.

“Etihad’s brand promise is to bring the world to Abu Dhabi. Inspired by the UAE capital, the launch of our sonic identity is an expression of not just our home, but our culture. It is an eclectic mix of Emirati and international instrumentation and arrangements, played by musicians from the UAE and around the world. Etihad guests will hear dozens of bespoke music tracks which have been built from the same sonic DNA when on board our aircraft, in our lounges, at events, when calling the contact centre, on the radio or when watching our

Amina Taher, Vice President Brand, Marketing & Sponsorships, Etihad Airways.
Etihad – Transform Awards MEA 2021
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