The digital agency, which was handed the work without a pitch, will create a microsite and online ad campaign to promote Ice (information, communication and entertainment), the airline's inflight entertainment system. The system offers passengers internet access, e-mail and SMS, plus 500 channels of film, TV and music.
Clare Vaughan-Davies, the head of interactive at Emirates, said: "Lean Mean Fighting Machine's award-winning creative use of the latest online techniques complements the Emirates philosophy perfectly."
Tom Bazeley, the managing partner at Lean Mean Fighting Machine, added: "The Ice system has just been voted the best in the world and is a brilliant thing to write advertising for. The idea Emirates has chosen brings Ice to life."