For San Francisco International Airport (SFO) and LAN Airways , OneWorld created an advertising concept and expressed it in outdoor and transit advertising to promote their new non-stop service to South America. Our concept was "San Francisco today, South America tomorrow" to underscore the quicker and more convenient flights now available. The creative approach focused on the wonders that South America offers in comparison to the routine humdrum of daily life. Our media buy published the campaign for about two months.