The campaign features a video of football stars Pelé and Cristiano Ronaldo, Emirates' new Global Ambassadors within an Emirates A380 plane, and asks email recipients to share and comment on social media with the #AllTimeGreats hashtag.
Businesses thinking of working with celebrities could borrow from the Emirates campaign. The campaign recipe is one which is likely to go viral. Emirates has managed to have two mega sports celebrities on its turf, playing out a story that weaves past and present realities, potential and luxury, opportunities found and lost, all at the same time. It'll be interesting to see what the #AllTimeGreats discussion is like.